Must Hear: How Smart Marketing Transformed EpiPen Into A Billion-Dollar Product

Yesterday, National Public Radio’s All Things Considered aired a segment entitled “How Smart Marketing Transformed EpiPen Into A Billion-Dollar Product”. The 5-minute interview by host Robert Siegel of Cynthia Koons, a reporter for Bloomberg Business who published a report on the topic last week, is well worth your time especially if your family relies on epinephrine to stay safe. You can listen to it here:

Koons discusses how Mylan, the pharmaceutical company behind EpiPen, acquired the product in 2007 from a German firm and turned it into the household name we know today. She also discusses the cost of the product as well as Mylan’s aggressive campaign to have stock epinephrine located at schools and other places of public accommodation.

Before continuing, please note that Mylan is a sponsor of

As we always have, we fully endorse efforts requiring stock epinephrine be located in all places of public accommodation, much like the Automated External Defibrillators (AEDs) you see everywhere. We are firm believers that expanded access to epinephrine will make tragic deaths like those of the past few weeks less likely. We applaud Mylan’s continuing efforts to promote stock epinephrine in the schools and elsewhere.

We also believe that live-saving medicines should be readily available and affordable to all that must rely on them. Greater competition in the epinephrine auto-injector market should be fostered, as well as expanded insurance coverage to drive the copays for epinephrine down while covering those that currently must pay for their auto-injectors entirely out-of-pocket.

Simply put, no family should face hardship in order to protect themselves from anaphylaxis.

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