Lundbeck: Cipralex Falters in Europe

Lundbeck had appeared well prepared to meet the challenge of losing patent protection on its biggest selling drug, anti-depressant Cipramil. Switching patients to single isomer follow-on Cipralex before generic Cipramil could take hold worked for US marketing partner Forest. But getting follow-on products to market in cost-conscious, skeptical Europe is far harder, as Lundbeck is now learning to its cost.