Across the nation people are filing Eliquis lawsuits against Pfizer and Bristol-Meyers Squibb, the manufacturers and marketers of Eliquis. This relatively new blood thinning medication has recently been linked to uncontrolled bleeding in its users.

Eliquis is an anticoagulant that was introduced to the market in 2012. It is prescribed to prevent stroke in patients diagnosed with atrial fibrillation, a common heart disorder, as well as to prevent blood clots in patients undergoing hip and knee replacement surgery.

Eliquis belongs to a generation of new blood thinners known as thrombin inhibitors. Other thrombin inhibitor medications include Xarelto and Pradaxa. Thrombin inhibitors, like Eliquis, are anticoagulants that prevent thrombin, an enzyme found in blood plasma, from forming clots.

Thrombin inhibitors like Eliquis have been aggressively marketed by their manufacturers. They strive to compete with Warfarin, a well-known blood thinner often prescribed by doctors.

Pfizer and Bristol-Meyers Squibb market Eliquis as superior to Warfarin because the use of Warfarin requires patients to follow a strict diet and undergo regular blood monitoring.

Unlike Warfarin, thrombin inhibitors like Eliquis , Xarelto and Pradaxa have no known antidote to stop internal bleeding, a potential side effect of many blood thinners. When patients taking Warfarin begin to suffer an uncontrolled bleed, medical professionals can give patients a dose of vitamin K and plasma to counteract the anticoagulant effects of the medication.

There is no similar reversing agent for patients using Eliquis, Pradaxa or Xarelto. According to U.S. Food and Drug Administration (FDA) reports, Eliquis and other similar drugs are some of the most dangerous anticoagulants on the market.

Eliquis Marketing Strategy

Bristol-Meyers Squibb has been involved in an aggressive direct-to-consumer advertising campaign for Eliquis. Direct-to-consumer campaigns refer to marketing techniques targeted at consumers rather than medical professionals.

During the final quarter of 2014 alone, the company had an advertising budget of approximately $254 million. The company reported to investors that it hoped to reach a $3 billion per year market. Although sales as of 2014 were nowhere near even the $1 billion mark, they have been rapidly increasing.

Many of the drug lawsuits brought by patients who took Eliquis claim that Pfizer and Bristol-Meyers violated consumer protection laws. Those filing Eliquis lawsuits report experiencing side effects such as bleeding of the brain, intestinal bleeding, kidney bleeding, and deep vein thrombosis.

The Eliquis lawsuits usually claim these corporations negligently manufactured and sold Eliquis, and failed to disclose potential risks of uncontrolled bleeding to the medical community and general public. Victims and family members of victims who are now deceased are bringing lawsuits in order to recover compensation for their medical bills as well as their pain and suffering.

In some cases, spouses are joining as co-plaintiffs and bringing loss of consortium claims in hopes of receiving a greater award or settlement. A successful loss of consortium claim allows a victim’s spouse to recover for a loss of spousal intimacy.