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Groupe Lafon

Division of Teva Pharmaceutical Industries Ltd.
www.cephalon.com

Latest From Groupe Lafon

Cephalon Learns That Risk Returns

A risk-reduction strategy has brought Cephalon success, but now brings it face to face with a new set of risks that add up to a real management dilemma. The company is waiting to hear whether FDA will approve an expanded label for Provigil, a treatment for narcolepsy. A yes could position the product for marketing to GPs. The trouble is that four big generic companies are taking aim at Provigil. Should Cephalon spend on a big sales force, or seek a co-promotion deal that, given the situation, is bound to have tough terms? This much is clear: no one escapes risk.
Strategy Clinical Trials

Versicor/Biosearch Italia: Merging as Equals

Versicor had wanted to buy its partner Biosearch Italia for more than a year prior to July's deal. But it had to wait for its market capitalization to fall closer in line with that of the Italian biotech so that the transaction could qualify as a "merger of equals."
BioPharmaceutical Europe

Biotech's Euro-Marketing Gambit

Europe presents a big opportunity--but also significant challenges--to niche players seeking to expand. Some firms--such as US group Cephalon--have bought big in Europe, others like Shire and Celltech have made do with smaller acquisitions onto which they hope to build their own tailored infrastructure. No single approach is the same, and none has yet proven a clear winner. But all depend on finding the right products.
BioPharmaceutical Strategy

Gilead's Global Logic

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.
BioPharmaceutical Strategy
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Company Information

  • Industry
  • Pharmaceuticals
  • Therapeutic Areas
  • Gastrointestinal
  • Metabolic Disorders
  • Neurology, Nervous System
  • Alias(es)
  • Laboratoires Lafon
  • Ownership
  • Private
  • Headquarters
  • Worldwide
    • Europe
      • Western Europe
        • France
  • Parent & Subsidiaries
  • Teva Pharmaceutical Industries Ltd.
  • Senior Management
  • Francois Lafon, CEO
  • Contact Info
  • Groupe Lafon
    Phone: (33) 1 49818100
    19 Avenue du Professeur
    Cadiot BP 22
    Maison Alfort, 192701
    France
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