After the European Medicines Agency approved Hospira Inc./Celltrion Inc.’s biosimilar version of Johnson & Johnson’s rheumatoid arthritis drug Remicade (infliximab) in 2013, Hospira began an intensive campaign to convince physicians to prescribe the drug, marketed under the brand name Inflectra.
Understanding full well the skepticism they would face being the first to launch a monoclonal antibody biosimilar in Europe, Hospira held a series of educational forums to teach physicians, pharmacists,...