Ranbaxy launches generic Lipitor in Europe
pharmafile | March 6, 2012 | News story | Research and Development, Sales and Marketing | Lipitor, Pfizer, Ranbaxy, atorvastatin, generics
Ranbaxy has launched its generic version of Pfizer’s Lipitor in Europe, months ahead of its May expiration date.
The Indian firm has a deal in place with Pfizer that allows an early launch; meaning generic Lipitor (atorvastatin) is now available in Sweden, Italy and the Netherlands. Ranbaxy has also launched atorvastatin in Germany under a similar deal.
This comes after a 2008 settlement between the two firms, where Ranbaxy gained the rights to launch its generic early in return for ending its patent challenge against Lipitor.
Pfizer’s patent expires in Italy on 8 May this year and in the Netherlands and Sweden on 6 May.
Other firms will then be able to sell generic copies in these and other European markets, with Israeli generics giant Teva expected to launch its Lipitor copies from May.
Lipitor is the largest selling drug in Italy with sales of $377 million, with the market size in the Netherlands estimated at around $164 million and in Sweden $55 million.
But Pfizer can now expect to lose a large chunk of this share in the coming months, and even more from the expiration in May when more generic drugs flood the market.
Ranbaxy said it would be promoting the drug directly, including to retail pharmacies and wholesalers in Italy and the Netherlands.
In Sweden the company will be offering its drug through the official pricing and reimbursement scheme covering generic medicines, to all retail pharmacies.
The firm has now released the price of its treatment, but generics are usually between 70-80% cheaper than the branded forms of a drug.
Debashis Dasgupta, regional director for Ranbaxy in Western Europe, said, “Ranbaxy is pleased to offer a generic version of the most prescribed statin, in Italy, the Netherlands and Sweden.
“It is an effective, high quality and affordable bio-equivalent to the innovator product and will immensely benefit the healthcare systems and patients in these countries.”
Ranbaxy launched atorvastatin, a generic version of Lipitor in the US market with 180 days of marketing exclusivity in November, which has helped decimate sales of the drug in the region.
Last month Ranbaxy also became the first company to launch generic atorvastatin in Australia.
Ben Adams
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