Ella And Plan B: Complementary, Competitive Or Confusion?
Executive Summary
HRA Pharma's emergency contraceptive Ella (ulipristal acetate) is effective up to five days after unprotected intercourse or contraceptive failure, overlapping with the three-day efficacy period of Teva's Plan B (levonorgestrel). But whether the result will be harmonious market niche carving or confusion remains to be seen