1. In Vivo

Lundbeck: Cipralex Falters in Europe

 
• By Hazel Dawson

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.

Danish CNS player H. Lundbeck AS is not the first company to face genericization of its leading drug. Yet unlike others presented with a similar challenge in recent years, the company had appeared somewhat better prepared. It needed to be: anti-depressant citalopram (branded Cipramil in Europe, Celexa in the US), a selective serotonin reuptake inhibitor (SSRI), contributed 80% of group sales prior to expiry of its European composition of matter patent in 2002.

To protect its anti-depressant franchise, Lundbeck devised a sound and simple strategy: use various tactics to stave off generic competition...

Read the full article – start your free trial today!

Join thousands of industry professionals who rely on In Vivo for daily insights

  • Start your 7-day free trial
  • Explore trusted news, analysis, and insights
  • Access comprehensive global coverage
  • Enjoy instant access – no credit card required
Start Free Trial

Already a subscriber?

More from Global Vision

More from In Vivo

Wide Of The Mark: ‘The Worst EU Medtech Predictions Have Not Come True’

 
• By Ashley Yeo

Jana Grieb, European regulatory and market access legal expert at McDermott Will & Emery, explains why the healthtech and pharma industries are warming to the new EU health commissioner as he faces calls to make the MDR more “user friendly.”

This Belgian Biotech’s Drug Cocktail Could Help Reverse Muscle Aging

 
• By Jo Shorthouse

While big pharma pours billions into creating new anti-aging molecules, a Belgian startup has taken a different path: combining existing safe drugs with AI precision. The early results suggest it might be onto something revolutionary.

Rising Leaders 2025: Doxie Jordan, From UNC Graduate To Global Market Strategist

 
• By Jo Shorthouse

Bristol Myers Squibb executive Doxie Jordan discusses his path to global commercial leadership and the principles guiding pharmaceutical market strategy