Sales of Johnson & Johnson's new hepatitis C drug soared during its first full quarter on the market, in another sign of strong demand--and high prices--for a new generation of treatments for the liver-damaging illness.

The higher-than-expected $354 million in first-quarter sales for J&J's Olysio follows evidence that another new hepatitis C drug, Gilead Sciences Inc.'s Sovaldi, is having one of the best-selling new drug launches in history. Gilead is schedule to release results next week; some analysts think Sovaldi's first-quarter sales could exceed $1 billion.

Both pills are expensive: Sovaldi costs about $84,000 and Olysio $66,000 for standard 12-week regimens. A combination of the two--which some doctors are prescribing as an off-label alternative to the U.S. Food and Drug Administration's approved uses for the drugs--costs $150,000.

Some health insurers and payers have complained about the high prices, and, before authorizing coverage, have required doctors to document that patients need the new drugs. The pharmaceutical companies have said the prices reflect the value of the new drugs, including their potential to prevent more costly health-care services such as liver transplants if hepatitis C isn't cured.

Despite the costs, many doctors have embraced the new drugs because they have shortened the duration of treatment to three months from 12 months for certain patients, compared with older medications, while improving chances of a cure and mitigating certain side effects.

Both drugs are benefiting from pent-up demand; many patients had deferred starting therapy in recent years so that they could take these newer drugs. Hepatitis C, a slow-moving viral disease, is estimated to infect about 3.2 million Americans. It is transmitted through contact with infected blood, including sharing of intravenous drug needles.

Olysio got a further boost in January when two medical societies jointly issued new treatment guidelines, which included a recommendation that certain hepatitis C patients who can't tolerate an older injected drug, interferon, be given a combination of Sovaldi and Olysio.

The FDA in November approved Olysio to be used in combination with interferon and another older drug, ribavirin. In December, the FDA separately approved Sovaldi to be used with interferon and ribavirin for patients with the most common type of hepatitis C, and with ribavirin alone for patients with less common types of the virus.

The FDA didn't approve using a combination of Sovaldi and Olysio. But many patients find it difficult to tolerate interferon because of side effects such as flulike symptoms, and clinical results have suggested that a combination of Sovaldi and Olysio without interferon could be effective. The Sovaldi-Olysio combination can be taken with or without ribavirin, according to the new treatment guidelines.

More than 10% of physicians specializing in hepatitis C treatment reported prescribing the Sovaldi-Olysio combination in a recent survey conducted by Decision Resources Group, a health-care research firm.

"We did see sales tick up right after those guidelines were issued," J&J Chief Financial Officer Dominic Caruso said on a conference call with analysts. "We do believe a large majority of the sales are in combination with Sovaldi, apparently in an interferon-free regimen."

J&J is conducting a late-stage clinical trial testing the safety and efficacy of a combination of Sovaldi and Olysio, Mr. Caruso said.

J&J also said Tuesday its first-quarter profit rose 35.2% to $4.7 billion, or $1.64 a share, helped by tax-related gain, while sales rose 3.5% to $18.1 billion. J&J shares traded recently at $98.34, up $1.20, or 1.2%.

Write to Peter Loftus at peter.loftus@wsj.com

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