Novel Marketing Models for Mid-Sized Companies: Co-operating to Compete
Mid-sized European companies attempting to compete with Big Pharma's increasingly dominant sales forces in the European primary care arena might consider following Altana Pharma and Solvay Healthcare's lead. A novel cross-promotional agreement comprising a detail-time swap in the UK in theory allows each company to boost its share of voice in its target indication-at practically no extra cost.
You may also be interested in...
Big Pharmas often argue that co-promotions with small companies are more trouble than they're worth. Icos is proving this assumption false, through its joint venture with Lilly for the new erectile dysfunction drug Cialis. The drug was third to enter the ED market in the US, but it's steadily taking share from category pioneer Viagra, and has now overtaken the second entrant, Levitra.
Encouraged by successes in the biotech space, public market investors' interest in the device arena has returned in 2004 to support 10 companies' IPOs so far. Windhover's analysis of the valuations achieved indicate that private investors in these companies have, on average, enjoyed larger returns than their biotech counterparts.
Lectus was founded in December 2002, to develop and commercialize a second generation of ion channel modulating drugs. By targeting the plethora of accessory proteins that regulate the activity of the ion channel pore-forming proteins rather than the pore-forming proteins themselves Lectus believes its drugs will be safer and more effective than currently marketed products.