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* Q1 EPS excluding items, $0.64 vs. $0.63 forecast

* Q1 sales rise 5 pct to $5.25 bln, matching forecast

* Avapro sales plunge 29 pct to $207 mln, hit by generics

* Shares slip 0.8 pct

By Ransdell Pierson

April 26 (Reuters) – Bristol-Myers Squibb Co said

first-quarter profit rose 10 percent, helped by higher sales for

its melanoma and leukemia drugs that cushioned the blow from

generic competition to its Avapro blood pressure treatment.

Avapro marks the beginning of Bristol’s “patent cliff,”

which is expected to worsen next month when its $7

billion-a-year Plavix blood clot preventer loses U.S. marketing

exclusivity and faces copycat rivals.

Company sales will come under additional pressure between

2013 and 2015, with the arrival of generic forms of its Sustiva

treatment for HIV and its Abilify schizophrenia drug, which

together now have annual sales of $4 billion.

But unlike many drugmakers whose earnings have been battered

in recent years due to loss of patent protection on their

biggest products, Bristol-Myers has a growing roster of new

medicines.

They include Yervoy, a new drug for melanoma, diabetes

treatment Onglyza, promising hepatitis C medicines and an

experimental blood clot preventer called Eliquis that could be

approved by late June and reap annual sales of more than $4

billion for Bristol-Myers and partner Pfizer Inc.

“Bristol has a great drug pipeline and is doing a lot better

than many other companies in having a next-generation of drugs

to weather its patent storm,” said Morningstar analyst Damien

Conover.

“We’re expecting relatively flat growth over the next three

years, with earnings bouncing back and forth” as older drugs

lose patent protection and newer ones come to the fore, Conover

said.

Bristol-Myers on Thursday said it expects full-year 2012

earnings of $1.90 to $2.00 per share, which would reflect a

decline of 12 to 16.5 percent from last year. Wall Street then

expects flat earnings in 2013.

A HIGH PREMIUM TO INDUSTRY

Bristol-Myers shares have risen sharply in the past few

years due to excitement about the company’s drug pipeline, but

have become slightly overvalued given the company’s limited

earnings-growth potential in coming years, Conover said.

He said company shares trade at about 17 times the company’s

expected 2012 per share earnings, too big a premium to the

average price-to-earnings ratio of 11 for other large

drugmakers.

Bristol’s global first-quarter revenue rose 5 percent to

$5.25 billion, matching Wall Street expectations, even as Avapro

sales fell 29 percent to $207 million, the company said on

Thursday.

Earnings rose 10 percent to $1.1 billion, or 64 cents per

share, 1 cent above the average analyst forecast compiled by

Thomson Reuters I/B/E/S. In the year-earlier quarter, the

company earned $986 million, or 57 cents per share.

Sales of Plavix, marketed in partnership with French

drugmaker Sanofi, slipped 4 percent to $1.69 billion

in the quarter. Leukemia drug Sprycel posted sales of $231

million, a 34 percent jump. Yervoy contributed $154 million, up

from $144 million in the prior quarter.

Company shares were down 0.8 percent to $34.01 in morning

trading on the New York Stock Exchange, amid a slight decline

for the drug sector.