Ironwood Could Use Linzess As Model For GERD Market
This article was originally published in Pharmaceutical Approvals Monthly
The biotech has moved into mid-stage studies with a heartburn drug that will face OTC competition, much like Linzess has battled with in the area of constipation.
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The GI specialty firm hopes it has a future blockbuster with the bile acid sequestrant after hitting multiple endpoints in Phase IIb, but the treatment effect compared to PPI therapy alone was below what was previously anticipated.
The partners began a DTC campaign to promote their constipation drug and ease the conversation between physicians and patients about the often embarrassing condition.
Pfizer will pay AstraZeneca $250 million upfront for global rights to market a potential OTC 20-mg Nexium. Pharma marketing expert Joe McGovern expects Nexium “to start OTC with a big bang,” but Center for Consumer Self Care Executive Director Bill Soller points to potential safety questions about a switch.