When Pfizer Inc. launched the seventh triptan migraine therapy into the US market in February 2003 it did so with a bang. The Big Pharma rolled out eletriptan (Relpax) under the considerable steam of 6,000 sales reps, aiming to take a bite out of market-dominating sumatriptan (Imitrex) from GlaxoSmithKline PLC . Barely noticed was the flagging progress of the sixth entrant, frovatriptan (Frova), launched in late 2002 and sold by Elan Corp. PLC , which focused on neurologists, and UCB Pharma Inc., the US affiliate of Belgian conglomerate UCB Group SA, which details primary care physicians (PCPs).
While Elan had managed to capture a respectable 7% market share among neurologists, these doctors write only 1% of total...
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