IMS does not report on free promotional scripts, such as AMRN's free promo. They also do a terrible job on any form of discount, to the point of not capturing in many cases - meaning clarity using this syndicated data tool will not be reached for months. This is similar to retail POS measurements tools, such as Nielsen and IRI.
What we do know is the scripts that have been reported are close to being on track/as expected. we also know there are far more being written and taken. How, you ask? AMRN has a rather aggressive print and doctor detail campaign going on now that highlights vascepasavings.com.
Using web analytics you will learn that 47% of visitors to the site stay there and visit multiple pages. They visit for at least 2 minutes. These metrics far exceed industry averages.
If you further look at the hit count, you can make some pretty interesting assumptions, like if just 5% of visitors to the page signed up for Vascepa savings, you add 500 more prescriptions per week. 5% is pretty low for such highly targeted messaging and for something that will be free. Kick that to 30% and you see where I'm heading.
Actual scripts in the 300-400% (3-4x for people with like IQs to Adam Feurstein) area (vs. IMS) is likely what is going on now.