Pradaxa has generated more than a billion dollars for Boehringer Ingelheim since first reaching the market in 2011. In 2013, projected sales are worth $603,000,000.
Pradaxa’s success has been largely attributed to an aggressive marketing campaign by Boehringer Ingelheim, conducted at a cost of $67,000,000 during the year leading up to its release. Pradaxa was promoted as a more effective alternative to the widely-used warfarin, which requires frequent blood monitoring and dosage adjustments.
According to the Pradaxa gastrointestinal bleed lawsuit filed in Texas, there were 272,119 prescriptions written between October 2012 and March 2011. During the same period, 932 “adverse event reports” were submitted to the FDA, including 120 Pradaxa related deaths and 500 cases of severe internal bleeding. A further 856 adverse event reports were filed in the subsequent three months, 117 of them pertaining to death.