Ironwood/Forest Hoping To Change The Conversation About Constipation
This article was originally published in The Pink Sheet Daily
The partners began a DTC campaign to promote their constipation drug and ease the conversation between physicians and patients about the often embarrassing condition.
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At its first investor day, Ironwood offered Wall Street details about the ongoing launch of Linzess, one of the few new primary care drugs to hit the market in recent years, laying out plans for what it insists will be a precision-based, cost-effective DTC campaign and a traditional lifecycle management program for the drug.
Both Ironwood and its specialty pharma partner Forest Laboratories are tying their future to the gastrointestinal drug, which has been gaining traction during its first six months on the market, despite the tough environment for primary care drugs.
After FDA approval of Linzess, the commercial challenge of competing with over-the-counter laxatives begins. Ironwood is well-versed on the success story of proton pump inhibitors and the mixed record of withdrawn constipation/IBS drug Zelnorm when it comes to introducing a branded drug into the market.