Yentreve launched in first European markets
pharmafile | September 16, 2004 | News story | |Â Â Â
Yentreve, the first ever treatment for the embarrassing problem of stress urinary incontinence has been launched in its first European markets, including the UK.
Eli Lilly and co-marketing partners Boehringer Ingelheim are promoting the drug for women with the condition, the most common form of urinary incontinence, which affects as many as one in seven women and is caused by simple everyday activities such as sneezing, coughing, laughing, exercise or lifting.
The drug has been launched in the UK, Germany, Denmark, Finland and Sweden, with the remaining European territories expected to follow shortly.
"Yentreve is a perfect example of delivering on our commitment to provide first in class products," said Rich Pilnik, president of European Operations at Eli Lilly.
"With Yentreve now available, women have even more reason to break their silence, talk to their physicians about this medical condition and ask for help."
Pelvic floor muscle training is recommended as a frontline treatment, but many either fail to continue with these exercises or find their condition is still not fully controlled. Other suggestions, such as surgery, reducing the intake of fluid, using pads and ensuring they are near to a toilet are also unpopular and inconvenient for women – something which Lilly hopes will make Yentreve (duloxetine) a popular alternative for sufferers.
The company says stress urinary incontinence (SUI) is twice as prevalent as urge incontinence (also known as overactive bladder syndrome) a well-established treatment area in which oxybutrin and Pfizer's Detrusitol (tolterodine) are the most prescribed drugs.
Analysts Datamonitor say Yentreve could achieve sales of $488 million by 2011, but the company will have to encourage more women to seek treatment for the embarrassing problem to maximise sales.
Yentreve's launch in the UK coincides with an awareness week by the Continence Foundation, which this year focuses on stress incontinence. During the week, leaflets and 'loo stickers' will be distributed in public places by the charity's supporters, aiming to raise awareness among the 6.6 million women it estimates suffer from the complaint.
The charity helpline is staffed by continence nurse specialists who will provide independent information and advice, and give callers details of their local NHS Continence Service.
Eli Lilly and Boehringer Ingelheim have paid for the costs of distributing the campaign packs, and other non-pharmaceutical companies interested in the area have sponsored other elements of the campaign, but the charity says the campaign has been put together under its independent editorial control.
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