BMS, Pfizer marketing efforts have Eliquis showing signs of life

Eliquis, the third entrant in the next-gen anticoagulant market, got off to a sluggish start. But now, marketers Bristol-Myers Squibb ($BMY) and Pfizer ($PFE) are pulling out all the stops when it comes to promoting the drug and expanding access--and thanks to their efforts, Eliquis recently pulled in 13 times the Q2 sales it generated in the same period last year. More