Andexxa, a modern retelling of classic pharma strategy.

A tale in four parts.
Step one: Gain FDA approval despite a negative review by the scientific advisory committee

https://www.fda.gov/media/113954/download
Step two: Fund the creation of pseudo-guidelines and their subsequent publication in the leading journal of the relevant professional society https://www.biospace.com/article/releases/andexxa-highlighted-as-a-first-line-factor-xa-reversal-option-by-the-american-college-of-emergency-physicians/
Andexxa Highlighted as a First-Line Factor Xa Reversal Option by the American College of Emergency...

Portola Pharmaceuticals, Inc.® (NASDAQ: PTLA) today announced that Annals of Emergency Medicine, the journal of the American College of Emergency Physicians (ACEP), published a multidisciplinary...

https://www.biospace.com/article/releases/andexxa-highlighted-as-a-first-line-factor-xa-reversal-option-by-the-american-college-of-emergency-physicians/
Step three: Subvert the medical literature as favorable advertising with lightweight observational series' from sponsored authors:

https://pubmed.ncbi.nlm.nih.gov/30358896/ 
https://pubmed.ncbi.nlm.nih.gov/32679541/ 
https://pubmed.ncbi.nlm.nih.gov/31870672/ 
https://pubmed.ncbi.nlm.nih.gov/32618210/ 
Step three: Subvert the medical literature as favorable advertising with lightweight observational series' from sponsored authors: https://pubmed.ncbi.nlm.nih.gov/30358896/  https://pubmed.ncbi.nlm.nih.gov/32679541/  https://pubmed.ncbi.nlm.nih.gov/31870672/  https://pubmed.ncbi.nlm.nih.gov/32618210/ 
Step three: Subvert the medical literature as favorable advertising with lightweight observational series' from sponsored authors: https://pubmed.ncbi.nlm.nih.gov/30358896/  https://pubmed.ncbi.nlm.nih.gov/32679541/  https://pubmed.ncbi.nlm.nih.gov/31870672/  https://pubmed.ncbi.nlm.nih.gov/32618210/ 
Step three: Subvert the medical literature as favorable advertising with lightweight observational series' from sponsored authors: https://pubmed.ncbi.nlm.nih.gov/30358896/  https://pubmed.ncbi.nlm.nih.gov/32679541/  https://pubmed.ncbi.nlm.nih.gov/31870672/  https://pubmed.ncbi.nlm.nih.gov/32618210/ 
Step three: Subvert the medical literature as favorable advertising with lightweight observational series' from sponsored authors: https://pubmed.ncbi.nlm.nih.gov/30358896/  https://pubmed.ncbi.nlm.nih.gov/32679541/  https://pubmed.ncbi.nlm.nih.gov/31870672/  https://pubmed.ncbi.nlm.nih.gov/32618210/ 
Step four: Profit! https://www.barrons.com/articles/alexion-will-buy-portola-pharmaceuticals-for-1-4b-51588691624
Alexion Will Buy Portola Pharmaceuticals for $1.4 Billion

Porola sells a medicine called Andexxa used to stop life-threatening bleeding in patients who have been given certain anticoagulants.

https://www.barrons.com/articles/alexion-will-buy-portola-pharmaceuticals-for-1-4b-51588691624
/fin.
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