Another PPI player
This article was originally published in The Tan Sheet
Executive Summary
Takeda will launch its Rx proton pump inhibitor Kapidex (dexlansoprazole) despite a market filled with OTC alternatives, established brands and low-cost generics. The Japanese firm is banking on the drug's novel dual delayed-release formulation to differentiate it in a field that could soon include a generic version of its own Prevacid (lansoprazole), which Novartis licensed to develop. Takeda will need to market Kapidex in a manner similar to AztraZeneca's launch of Nexium (esomeprazole) when its Prilosec (omeprazole) went generic (1"The Tan Sheet" July 26, 2004, p. 8). The OTC PPI market also is more crowded after Procter & Gamble lost exclusivity for its Prilosec OTC in March 2008 and private label alternatives hit the market. P&G reported declines in Prilosec OTC sales since then, including a double-digit drop in its fiscal 2009 second quarter (2"The Tan Sheet" Feb. 2, 2009, p. 12). Novartis said it is "committed" to launching an OTC Prevacid, but the firm has not discussed the timing of the launch (3"The Tan Sheet" Jan. 19, 2009, p. 3)
You may also be interested in...
Sales & Earnings In Brief
Chattem expects another "very good year": Chattem prepares to roll out at least six new products in 2009 and is "at a tipping point on moving to the next level," the Chattanooga, Tenn.-based company says. CEO and Chairman Zan Guerry explained during a Jan. 29 fourth-quarter earnings call that the firm has "the best new products line-up, the highest scoring advertising on the biggest promotions kicking off in February through June in history," making 2009 likely another strong year. In fiscal 2008, the firm's total revenues grew 7.4 percent to $454.9 million fueled primarily by the addition of brands acquired from Johnson & Johnson. The company's oral care category advanced 29 percent to $62.9 million and internal OTCs were up 7 percent to $48 million in the September-November period. Chattem's net income grew 11 percent to $66.3 million
AstraZeneca Nexium Ad Campaign May Try To Up-Sell Prilosec OTC Patients
AstraZeneca is considering development of a direct-to-consumer ad campaign for Nexium that would target Prilosec OTC users
Japan Grants Global-First Approval To Zolbetuximab, 15 Other New Drugs
Astellas's first-in class CLDN18.2-targeting antibody receives its first approval worldwide, while crovalimab and a number of drugs for rare diseases also receive nods from regulators and are now awaiting reimbursement price-listing.