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From Generics to Brands: Barr's Women's Health Franchise

Executive Summary

Barr remains committed to building a leading women's health franchise even as it encounters setbacks, big and small, most recently in the FDA's rejection of its application for over-the-counter status for its emergency contraceptive, Plan B. Even more problematic is the ongoing turmoil in the hormone replacement therapy markets. It recently launched its first proprietary product, indicating its skill in getting an NDA drug through the FDA and newly acquired marketing savvy.
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