Barr reports high demand for Warfarin. (Barr Laboratories Inc.)(RX: Mass Market Retail Pharmacy)

POMONA, N.Y. - Barr Laboratories Inc. says it has received initial stocking orders of more than $10 million for its generic equivalent of DuPont-Merck Pharmaceutical Co.'s anticoagulant Coumadin (warfarin sodium) and has begun shipping all seven strengths of the cardiovascular treatment. Three of the seven strengths (2 mg., 2.5 rag. and 5 mg.) account for about 80% of the more than 16 million warfarin sodium prescriptions, according to Barr.

Coumadin is the 11th most prescribed medicine in the country and has current annual sales of about $500 million. The branded version was introduced in 1954 by Endo Laboratories (since purchased by DuPont-Merck).

Barr received approval for its generic version in March and has been building quantities so that it could meet anticipated customer demand. The product is prescribed in combination with other medicines about 55% of the time.

"The launch of a generic version of Coumadin is a milestone for us and perhaps the most significant new product launch in the history of the industry," says Bruce Downey, chairman, president and chief executive officer. "Our introduction proves the value of the generic pharmaceutical industry in helping control health care costs, which in turn works to ensure more patients have access to important medicines and comply with the treatment prescribed."

Downey says the lack of competition for Coumadin has resulted in three decades of monopoly pricing.

He says that the average cost of a monthly prescription for the brand product is $20 to $25.

"Warfarin was discovered in the 1940s, and since the patent expired in 1962 consumers of this treatment for heart disease and stroke have been held captive to ever-increasing monopoly pricing," says Downey.

"Our product will provide Coumadin patients with the same product at a substantial annual savings."

Barr has also announced a multimillion-dollar marketing and physician/pharmacist/patient education program to support conversion of patients to the more affordable generic product. The program will include materials targeted to pharmacists and other health care professionals as well as trade advertising and representation at major trade conventions.

"Recognizing how important this treatment is for patients, we will support it with educational programs and marketing efforts that are unprecedented for the generics industry," says Downey. "These programs represent an investment of approximately $5 million in the first year and should answer any questions that doctors, patients or pharmacists might have about the advantage of switching to our generic product.

Barr filed its application for the seven strengths of warfarin sodium in May 1995.

"In working with our medical experts and in answering the needs of our customers we have created a program that is without parallel for a generic pharmaceutical product introduction," says vice president of sales and marketing Timothy Catlett.

"We believe that once doctors and pharmacists have had the chance to see these materials and have had the chance to review our bioequivalence data they will share our confidence that our warfarin sodium is the right product to help patients treat their heart conditions while making health care more affordable to all."