Ironwood’s Next Steps For Linzess: DTC and Traditional Lifecycle Management

16 Dec 2013

• By Wendy Diller

At its first investor day, Ironwood offered Wall Street details about the ongoing launch of Linzess, one of the few new primary care drugs to hit the market in recent years, laying out plans for what it insists will be a precision-based, cost-effective DTC campaign and a traditional lifecycle management program for the drug.

Ironwood Pharmaceutical Inc. is gearing up to run a full-scale direct-to-consumer advertising campaign for Linzess (linaclotide), the gastrointestinal drug it launched with partner Forest Laboratories Inc. exactly a year ago.

On Dec. 12, Ironwood executives made an impassioned argument in favor of the ambitious, expensive undertaking, putting it in a...