Kos: Right-Sizing Expectations

Kos Pharmaceuticals has grown its lead product Niaspan, a form of the B vitamin niacin, into a $300 million product, mostly by marketing to cardiologists. The drug raises "good" cholesterol, and so is often prescribed in addition to statins that lower "bad" cholesterol. A recent co-promotion deal with Takeda will give the drug and a follow-on, Advicor, much more exposure in the primary care market, where the biggest pharma companies compete brutally. A vital step, or too little too late?