At Last, Liposomes
The Liposome Company's, Sequus', and NeXstar's liposome products do overlap. Without differential clinical data, the perception of the equivalence is bound to influence the market. These companies are learning the hard lesson of the limitations inherent in relying on a single technology.
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Gilead plans to maximize the value of its newly-approved anti-HIV drug Viread by launching the product in all major world markets within a year-and by promoting it with the same look, messages and image everywhere. Gilead's campaign will make the point that its product helps patients' drug combinations work better, even if they're failing. By positioning the product this way, Gilead may avoid head-to-head competition with far bigger players. The company got into position to globally market Viread by acquiring NeXstar in 1999, then quickly re-organizing and filling out the very skinny marketing groups it inherited in major European markets. The relatively small company is betting that the cost efficiencies of global branding will bring it a better return on investment, and so help it grow a business that is already highly valued.
The latest drug development news and highlights from the Pink Sheet US FDA Performance Tracker.
Assessment work also isn’t slowing down, the new and generic drug office directors said in an interview, but approval data offers a note of concern.