Pliva/Indevus: Moving Up the Value Chain

Pliva's not the obvious choice of US marketing partner for Indevus' overactive bladder drug Sanctura. With no primary care presence in the US, the company will likely face an uphill battle to commercialize the drug; more so given the stiff competition in OAB from some of the world's leading Big Pharma marketeers. Yet the deal's about more than success with Sanctura. It's about both parties moving up the value chain--Pliva into the US proprietary drugs arena and Indevus into sales and marketing.