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Lundbeck: Cipralex Falters in Europe

Executive Summary

Lundbeck had appeared well prepared to meet the challenge of losing patent protection on its biggest selling drug, anti-depressant Cipramil. Switching patients to single isomer follow-on Cipralex before generic Cipramil could take hold worked for US marketing partner Forest. But getting follow-on products to market in cost-conscious, skeptical Europe is far harder, as Lundbeck is now learning to its cost.
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