Question-and-Answer Session
[Operator Instructions]. Your first question comes from the line of CoryKasimov with JPMorgan. Please proceed with your question.
CoryKasimov - JPMorgan
Great. Good afternoon thanks for taking the question. First of all on exenatide once-weekly and regulatory situation there. What exactly would you need to demonstrate, approve to the FDA in order for the agency to not require bioequivalency studies you had, accelerated timeline as you mentioned?
CoryKasimov - JPMorgan
All right, fair enough. And then turning to BYETTA, based on your market research and perhaps some feedback from your sales force, how much awareness is building in the medical community about the results generated by BYETTA arm in the Phase III study with exenatide once-weekly. By that I mean the impressive 1.5% drop in A1C. And I realize your sale force can't be detailing this at time but as physician awareness growing here and is that beginning to impact utilization?
Daniel M. Bradbury - President and Chief Executive Officer
, actually Cory, that data in particular of course isn't being used by our field force. But actually data that is being used by our field force is the comparative data that we generated in the open label study which compared BYETTA by either to insulin glargine. In that study the delta A1C from baseline to the end of the study was 1.4%. So actually that magnitude of benefit is already being communicated by our field force, but more importantly in comparison to insulin glargine, so we're able to emphasize not only the benefit of very significant glucose control, but also the benefits of low incidence of hypoglycemia, in fact, six times less hypoglycemia seen in that study than insulin glargine and of course progressive weight loss as opposed to weight gain in terms of insulin glargine therapy. So one of the key messages is coming out that our field force is using is the fact that there is a possibility to improve therapy over and above insulin glargine today by using BYETTA.
CoryKasimov - JPMorgan
All right, great, Dan. Thanks again for taking the question.
Daniel M. Bradbury - President and Chief Executive Officer
Thanks Cory.
Operator
Your next question comes from the line of Meg Malloy with Goldman Sachs. Please proceed with your question.
Margaret (Meg) Malloy, CFA - Goldman Sachs Research
Hi thanks very much. Couple of quick ones. First, I guess, Dan, could you discuss the plans in terms of your commercial strategy, why not continue with DTC? And given the time it's held on the market, can you give us a flavor of your sense of for every 100 patients that start BYETTA therapy, how many drop out, how many are on six months, how many are on in a year? Some sort of quantitative measure of what the acceptance rate is. And then secondly for Mark, could you quantify the inventory change in Q4? And you had good gross margins, does that mean the discounting came down?
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