After a fervent US expanstion capped by the surprise $150 million licensing of Indevus OAB treatment Sanctura, proprietary ambitions at the Croatian generics play Pliva may be stalling. Sanctura sales have disappointed, illustrating again the challenges of taking a specialist approach to primary care marketing. Pliva's best bet may be to switch growth engines to its promising biogenerics portfolio.
By Christopher Morrison
By licensing co-promotion rights to the overactive bladder (OAB) treatment trospium (Sanctura) from Indevus Pharmaceuticals Inc. in April 2004,...
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