Dr Reddy's plans to brand US speciality drugs

Dr Reddy's Laboratories plans to brand its speciality drugs sold in the US. It will begin selling branded skin care products by year-end. The venture will be spearheaded by Promius Pharma, a wholly owned subsidiary of its US arm.

Speciality drugs are used in the treatment of chronic disease conditions, such as HIV, blood disorders, schizophrenia, cancer, multiple sclerosis, organ transplants and infertility.

These drugs account for about 26 per cent of the total global drug sales with estimates pegging spending on these high-value drugs to touch $100 billion by 2010. The generics market for branded speciality drugs is growing in the US, which accounts for about half of all global drug sales with the patent expiry of many blockbuster drugs nearing.

 

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Speciality drugs are used in the treatment of chronic diseases such as HIV, blood disorders, schizophrenia and cancer

It has also started research on developing some topical formulations at its R&D laboratory in Hyderabad

The US accounts for about half of all global drug sales

Dr Reddy's US venture will be spearheaded by Promius Pharma

Promius has formed a senior management team headed by Jeffrey Wasserstein , executive vice-president of the North America speciality business of Dr Reddy's , a wholly owned subsidiary of its US arm

"Promius Pharma is likely to launch dermatology products by the end of this year. We are yet to finalise the details," said a Dr Reddy's spokesperson.

Promius Pharma, formerly known as Dr Reddy's Pharmaceutical LLC, has already formed a senior management team headed by Jeffrey Wasserstein, executive vice-president of the North America speciality business of Dr Reddy's.

Other senior members of the Promius team include Robert D’Urso, director of marketing, Jeffrey Wayne, vice-president (marketing and sales) and Joanne Fraser, director of clinical operations, said sources.

Headed by Vijendra Nalamothu, director (research and development), the company has also started research on developing some topical formulations at Dr Reddy's R&D laboratory in Hyderabad. Some of the dermatology products being developed in the pre-clinical and early clinical stages are also likely to come under Promius Pharma, the sources said.

Dr Reddy's concluded three partnerships last year in the dermatology space. It has a tie-up with UK-based speciality company Sinclair Pharma plc to exclusively sell its dermatitis product, Sebclair, under a new brand name. Dr Reddy's also tied up with Israel-based Foamix, a leader in the development of topical foam delivery systems, for the development of a novel prescription foam for the treatment of psoriasis and US company Ceragenix Pharmaceuticals to commercialise EpiCeram, a prescription topical cream for treating atopic dermatitis in the US.

The sources said Dr Reddy's has as many as 70 pending marketing applications with the US drug regulator Food and Drug Administration (FDA) and many of these products belong to the dermatological segment, said sources.