The Acomplia Paradox: Primary Care Drug, Targeted Population
Executive Summary
As Acomplia is launched across Europe, Sanofi Aventis' challenge is less about promoting the drug, than about limiting its use within the appropriate target group.
You may also be interested in...
Blow the Launch -- Doom the Product
A new IMS survey shows that payors are now virtually the most important determinant of marketplace success -- far more important, in most markets, including the US, than sales representatives, who are less influential than they have ever been. Moreover, marketers who can't create a strong market penetration within six months of launch, will almost certainly fail - no matter what they do - to be able to improve the sales curve.
Obecure Ltd.
Israel's Obecure is investigating the potential of a marketed compound, betahistine, in obesity. It's hoping this repositioning approach will both accelerate timelines and help it overcome growing drug safety hurdles.
Devices Treat Obesity Patients without Options
Early intervention is the general rule for success in treating many diseases, but in obesity, patients have to be in bad shape before they're eligible for the most efficacious treatments, which are surgical interventions. Companies with minimally invasive--and anatomy sparing--devices hope to change that paradigm.