ABSTRACT
To really get the full picture depends on understanding the context within which it occurred and how the Upjohn company heard of the opportunity and saw it as an opportunity. In fact, I had given the same information to other drug companies on the antipanic effects of benzodiazepines prior to giving this information to Upjohn - there was nothing unique in this regard about Xanax. The benzodiazepines were all good for panic disorder, and there was a clear strategy about how a company might go about taking advantage of the confusion that existed in the classification system for anxiety disorders in DSM-III to create a perception that a drug had special and unique properties that would help it capture market share and displace diazepam from the top position.
