Launching Linzess Into A Tough Primary Care Market
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A trio of companies offer insight into their latest strategies from interviews and presentations at the recent J.P. Morgan Healthcare conference: Ironwood’s development pipeline includes seven GI drugs; R&D consolidation and pipeline review at Shire; Biogen preps for hemophilia market and MS pricing pressures.
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.