Bayer and Johnson & Johnson ($JNJ) know that right now, there's an impression out there that rival drug Eliquis--from Pfizer ($PFE) and Bristol-Myers Squibb ($BMY)--is superior to their next-gen clot-fighter Xarelto, despite their drug's market-share lead. So the companies have kicked off a campaign to highlight the differences in study data between the two drugs; Xarelto trials were done in the most severe patients, which helped Eliquis come out looking stronger, they say. More from FiercePharmaMarketing