When he first made Geodon he threw it away because it looked like useless gray sludge.
Prescriptions of Geodon have been rising three times faster than the rest of the antipsychotic market.
In contrast, there are documented cases of diabetes caused by antipsychotic drugs--but not Geodon.
In Coral Springs, Fla. psychiatrist Robert Perovich heard the pitch for the new product, Geodon.
Worries about changes in heart rhythm that had plagued Geodon after it was approved did not turn up in CATIE.
He notes that Geodon sales never took off because it causes a change in the electrical rhythms of the heart.
We believe a decline in revenues is on the cards because of patent expiration of Lipitor and Geodon, amongst others.
FORBES: Pfizer Q4 Earnings Preview: Pain From Patent Expirations To Continue
The new focus on side effects has given a second wind to Pfizer's Geodon, which also claims to cause less weight gain.
Geodon was a decade-long roller-coaster ride, its approval repeatedly delayed because of safety concerns before it finally got the nod in 2001.
But 79% of patients switched off of Geodon, so for the sickest patients, physicians may want to turn to the more powerful drugs.
Lilly also plays up the minor risk of abnormal heartbeats posed by Pfizer's Geodon, which was initially rejected by regulators because of such concerns.
Similar problems may have hurt Pfizer's Geodon, an anti-psychotic medicine that was plagued by safety delays and has since had trouble gaining much market share.
One selling point: Geodon supposedly causes less weight gain than either.
It also doesn't cause the cardiac rhythm disturbances that have plagued another entrant, Pfizer 's (nyse: PFE - news - people ) Geodon.
Risperdal, drug used to treat schizophrenia, seems to be holding its own against competition from Pfizer 's (nyse: PFE - news - people ) more expensive new drug, Geodon.
For medicines ranging from Pfizer's antipsychotic Geodon to Ketek, an antibiotic from Sanofi-Aventis (nyse: SNY - news - people ), such problems have led to regulatory delays--although both were eventually approved.
But Carl Byrnes, an analyst at Dain Rauscher Wessels, worries that it will lose market share in the face of Pfizer 's (nyse: PFE - news - people) Geodon, a new anti-psychotic introduced in March.
By comparison, patients taking Pfizer 's (nyse: PFE - news - people ) Geodon, on average, experienced no weight gain and fewer of the neurological tremors that can be a serious problem for schizophrenia patients.
These later trials could also shed some light on the effectiveness of Abilify, from Otsuka Pharmaceuticals and Bristol-Myers Squibb (nyse: BMY - news - people ), which, like Geodon, is touted as causing less weight gain.
Bristol-Myers Squibb ( BMY - news - people ), and Geodon, from Pfizer, both make similar claims, that could lead to "a modest niche" for Fanapt, says John Newcomer, a psychiatrist at Washington University in St.
Geodon, for schizophrenia, is growing quickly as newer schizophrenia drugs steal market share from Zyprexa, from Eli Lilly (nyse: LLY - news - people ), largely due to concerns over side effects such as weight gain.
But in February a panel convened by the American Diabetes Association published a paper saying that Zyprexa is far more likely than peers such as Geodon, from Pfizer, and Abilify, from Bristol-Myers Squibb and Otsuka, to cause weight gain, diabetes and high cholesterol.
Eli Lilly 's (nyse: LLY - news - people ) Zyprexa is likely to come out ahead in the study, but Pfizer 's (nyse: PFE - news - people ) Geodon could also get a big benefit.
The opinion paper lists two drugs as least likely to cause diabetes: Abilify, sold in the U.S. by Bristol-Myers Squibb (nyse: BMY - news - people ), and Geodon, made by Pfizer (nyse: PFE - news - people ).
In February, it had the leading share in the antipsychotic class in terms of total prescriptions, with 30% of scripts--more than competitors like Geodon, made by Pfizer (nyse: PFE - news - people ), and Zyprexa, made by Eli Lilly (nyse: LLY - news - people ).
Meanwhile, Zyprexa, the top seller for giant Eli Lilly, has seen its annual sales drop slowly in recent years as competitors such as Pfizer 's (nyse: PFE - news - people ) Geodon and Abilify, from Bristol-Myers Squibb (nyse: BMY - news - people ), have boasted that they cause less weight gain.
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