Schooled On Prilosec And Zelnorm: Ironwood/Forest Aim Linzess At OTC-Dominated Market
After FDA approval of Linzess, the commercial challenge of competing with over-the-counter laxatives begins. Ironwood is well-versed on the success story of proton pump inhibitors and the mixed record of withdrawn constipation/IBS drug Zelnorm when it comes to introducing a branded drug into the market.
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Before adding Allergan into the mix – and taking on its name – Actavis wants to show investors that it has a solid foundation as a growth pharma with strong brands in GI, CNS and women’s health.
The partners began a DTC campaign to promote their constipation drug and ease the conversation between physicians and patients about the often embarrassing condition.