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Novo's Prandin: Challenging Established Practice

Executive Summary

Introducing Prandin, an entirely novel class of oral anti-diabetic drug that requires the adoption of a new treatment paradigm in type 2 diabetes was always going to be difficult for Novo Nordisk. While the new drug and treatment concept have not caught on in the US, Novo's strength in the European diabetes market has helped it win a bigger market share there and indeed outdo its much larger rival Novartis, with its drug Starlix.


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