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Current DateTime: 05:07:14 27 Nov 2009
LinksList Documentid: 32984624

PHARMA'S MARKET VIDEO

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Current DateTime: 05:07:15 27 Nov 2009
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Current DateTime: 05:07:15 27 Nov 2009
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Pharma's Market

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Sonia Sotomayor, US Appeals Court Judge, 2nd US Circuit Court of Appeals.
AP

Much is understandably being made of the fact that Judge Sonia Sotomayor would be the first Hispanic to sit on the United States Supreme Court, assuming she's confirmed. But in my space, there could be a certain degree of buzz over something else in her background.

According to reports, the 54-year-old judge was first diagnosed with Type-1 diabetes when she was eight years old. Sotomayor did not mention her disease in her prepared remarks at the White House this morning, but President Obama briefly touched on it during his introduction.

And it's been a topic of discussion in the blogosphere since Sotomayor's name surfaced as a potential nominee. Supreme Court justices typically keep a very low public profile. It might be considered bad form if Sotomayor were to try to be a diabetes advocate. But she could be, at least, a de facto role model and inspiration for diabetics.

Coincidentally, tomorrow the fate of one of the most highly anticipated diabetes drugs could be determined. Amylin Pharmaceuticals [AMLN  Loading...      ()   ] is holding its annual shareholder meeting where two big investors, including Carl Icahn, are gunning to take over the Board of Directors and install new management. At the center of the proxy battle is the company's handling of the developmental, regulatory and marketing pathway for the first once-a-week diabetes drug known as Byetta LAR (long-acting release.) Eli Lilly[LLY  Loading...      ()   ] and Alkermes  [ALKS  Loading...      ()   ] are partnered with AMLN on Byetta LAR.

Then, we've got the American Diabetes Association's annual meeting coming up in just a couple of weeks showcasing drugs for diabetes and obesity and all sorts of blood-sugar monitoring and insulin-delivery devices. Indeed, the ADA has already issued a statement applauding President Obama's pick. It's a multi-billion dollar industry that's only expected to grow as the global "diabesity" epidemic explodes.

And the market extends to the food business as well. I've noticed recently that the diet plan company Nutrisystem [NTRI  Loading...      ()   ] has started catering and advertising to diabetics. There are a lot of celebrity pitchpeople for diabetes-related products: B.B. King, Wilford Brimley and Patti LaBelle are just a few that come to mind.

But soon diabetes could have its highest profile patient sitting on the highest court in the land. It's one disease awareness "campaign" that the drug and device makers won't have to spend a dime on.

Questions?  Comments?  and follow me on Twitter at mhuckman

© 2009 CNBC, Inc. All Rights Reserved

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