Pfizer Relaunches Drugs At Competitive Prices

Overcoming its allergy to India, Rs 262.7 crore pharma company Pfizer India has introduced some new brands and relaunched others in a renewed marketing thrust after years of hand-wringing over poor patent protection.

The re-launches include Amlogard and Zithromax, which were introduced two years ago and subsequently withdrawn in the face of fierce domestic competition. Amlogard, a cardiovascular drug, is now back with a lower price tag while Zithromax, an oral antibiotic, will be launched in June 1998. Prizer has also launched three new drugs: a haematinic, Dumasules with zinc, Glucotrol XL, an anti-diabetic, and Cardura, a cardio-vascular.

The company is re-introducing some products at lower prices, recognising the fact that it has to compete with domestic majors who offer similar products at much lower prices.

 

The company had a bitter experience in 1996 with two products, Amlogard and Zithromax. Thanks to cheaper re-engineered products from Indian companies, Pfizer had to withdraw these brands.

Pfizer, which imported bulk drugs in the past from its parent, was at a cost disadvantage vis-a-vis local competitors, as the cost of production for its parent included exorbitant basic research charges. On the other hand, the cost for competitors was limited to just process development charges.

Under its revised strategy, Pfizer is planning to source the active ingredient from the local players, which will make it cost-competitive and enable it to price its brands at much lower levels.

Pfizer is introducing products that cannot be duplicated easily. For example, its new introduction, Minipress XL, is a sustained release anti-hypertensive (sustained release systems release the drug ingredients over 8-12 hours, lowering hypertension gradually).