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.
By Deborah Erickson
The managers of most large drugmakers seem convinced that smaller companies can't contribute much to co-promotions in large, primary-care markets....
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