Now that another company has beaten us to market,

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Now that another company has beaten us to market, that will mean that we have to get significant better results then their drug or else ELTO will not be succesfull in my opinion.
If ELTO is only slightly better then people that are on the other drug won't switch fast if the current drug they already use works good.

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I don't know how true that is. Kind of like saying the first automobile company to market or cell phone manufacture wins. True they have an advantage, but they also had to find all the battles themselves to get vs. letting someone else pave the way. Sales of course would be lower, but its a sizable market and Elto isn't a one trick pony either.

There is plenty room for others. Elto could be exactly the same, but you could charge 1/2 much and get a bunch of people on it.

I give you another example, Fosamax for years was the leading drug for osteoporosis with sales at $3B but did that stop other bios from coming out with other drugs? No. Are they better? I don't think so. Are they different and work different. Sure. Here's 3 others and there are probably more.

Risedronate (Actonel)
Ibandronate (Boniva)
Zoledronic acid (Reclast)

All you need is a few side effects or lawsuits to appear before people start second guessing the drug and are looking to switch.

What really hurts all these companies is when one comes off patent like Fosamax and goes generic which eats into a big pie of the market share which kills it for companies like Roche for Boniva that also.