Cephalon - Actiq: perc-a-pop anyone?

Drug maker Cephalon engaged in questionable practices to expand sales of Actiq (fentanyl), a powerful narcotic lollipop approved only to treat cancer pain, according to a two-year investigation by the Connecticut attorney general, The Wall Street Journal reported on its web site on Tuesday.

Cephalon declined to comment on the specifics of Attorney General Richard Blumenthal's investigation, the report said.

The drug's ease of use and sweet taste have law enforcement officials worried about the potential for abuse. Actiq, a berry-flavored lozenge on a stick, contains the synthetic opioid fentanyl.

"We're starting to see it emerge as a drug that is, as we call it, 'diverted,' which is a legally prescribed drug being used illegally," said Kevin Harley, spokesman for Pennsylvania state Attorney General Jerry Pappert.

"It's a drug that is easily administered or taken by somebody who might be afraid to either take a pill, snort or inject a needle in their arm."

The attractive taste -- described by the manufacturer as a "mild berry flavor" -- makes abuse more likely, he added. Harley said each Actiq lozenge retails for $9.10. The street value of a perc-a-pop is $20.

"We started seeing them in Philly, and that's where we understand the nickname came from," he said.

From setting unrealistically high sales quotas to pushing larger prescriptions at higher doses, drug maker Cephalon engaged in questionable practices to expand sales of Actiq which is approved only to treat cancer pain.

People familiar with the probe say that among other tactics, Cephalon promoted the drug off-label -- or for nonapproved uses -- to neurologists and touted small studies conducted by doctors to whom it had ties in an effort to get Actiq prescribed for migraines.

In addition, they say, Cephalon flew doctors to "seminars".

WSJ