Sleeping Giant: Europe's Slice of the Global UI Market

The near-dormant global market for urinary incontinence treatments is poised to erupt in the second half of this decade-Novartis' recent acquisition of Pfizer's darifenacin introduces one more global player to the mix. But for existing and novel drug therapies to succeed in the fragmented and particularly underdeveloped European market companies must first recognize the challenges presented by cultural taboo and country-specific regulation.