Shire's Fosrenol Marketing Campaign Will Follow Adderall Model
This article was originally published in The Pink Sheet Daily
Executive Summary
Detailing efforts for the end-stage renal disease therapy will focus on the top-prescribing nephrologists and dieticians, Shire CEO Emmens says. Company will highlight Fosrenol's high selectivity and potency to differentiate the product from Genzyme's Renagel.
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Medicare Proposes Using National Kidney Foundation Standards For ESRD Treatment
CMS' proposed rule on end-stage renal disease conditions for coverage suggests facility-wide standards using NKF Disease Outcomes Quality Initiative clinical practice guidelines. Medicare adoption of the K/DOQI guidelines could be a positive for manufacturers of ESRD therapies.
Shire's Fosrenol Gets FDA Nod, Will Be Available By Year-End
Fosrenol will compete directly with Genzyme's Renagel; both products are non-calcium, non-aluminum containing phosphate binders. Shire estimates that less than one-third of the 800,000 ESRD patients with elevated phosphate levels are able to control their phosphorus levels with existing medications.