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Basically because of the lack of promotion, and high price (25000oo per year) of T20 it simply isn't selling well. HOWEVER Roche has only itself to blame for not investing in marketing as well as development. Because it was the first in a brand new class of drugs they overestimated their paying customers, namely insurance companies and State agencies willingness to pay ANY PRICE without being "Wined and dined"
It is indeed a costly drug to produce but so is Serostim* SIX TIMES THE COST OF T-20 PER YEAR AND SELLS QUITE WELL.
Serostim has proven not to be without its shortcomings. It's cost/benefit ratio with regard to it's side effect profile is massive compared to than T20.
They have an extremely aggressive marketing , doctor and patient assistance program called Serocare which advocates for the patient with intervention and even offers FREE legal assistance toward getting individuals insurance companies to cover it should they denied. Serostim is now in many ADAP formularies and covered by most insurance plans.
Roche simply needs to get off its duff hire and educate more drug reps and follow "Serono Labs" lead,
The investors will benefit through improved sales and so will the patients who will desperately need the next generation of Fusion inhibitors T-1249 which has been shelved simply because T20 isn't showing a profit******* Who's fault is that? Not the drug or the cost but Roche's poor marketing.
Good looking Drug reps, weekend resort trips and cocktail parties disguised as "conferences" for doctors and bearcats are just an unfortunate fact of life if you expect a drug to sell*
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