At your service!
from generic drugs — this year
Teva purchased the U.S.'s
"---iiocraft, Laboratories Inc. as well
as APS/Berk, the second largest
generic drug company in the
United Kingdom — the company
is poised to spend more money on
innovative drug research, hoping
to develop new treatments for
Parkinson's disease and diabetes.
Teva is also trying to develop
an air-pressure device that will
.c,malce injecting Copaxone, which
must be injected by the patient
every other day, easier and less
painful, and the company hopes
to eventually develop a pill form
of the drug.
In the meantime, Teva will
market Copaxone along with
their strategic partner, Hoechst
Marion Roussel Inc. Although the
union will result in smaller initial
profits for Teva, Mr. Suesskind
said that it will allow the compa-
ny to learn the ropes of the tricky
marketing business and prepare
the company to go solo in the fu-
ture.
Unlike marketing most con-
sumer goods, marketing drugs re-
quires direct sales to doctors and
health management organiza-
tions, not the consumers. Mar-
keters must convince third-party
players that mitigating disabili-
ties with Copaxone - - which is
likely to cost about $10,000 per
year per patient — is cheaper
than dooming MS sufferers to life
in a wheelchair. It also means
making doctors aware of the fact
that treatments exist.
Although many more MS
drugs are in the pipeline, threat-
ening to steal some of Copaxone's
spotlight, Mr. Suesskind doesn't
worry about competition.
"When Coca-Cola arrived in Is-
rael, people wondered what would
happen to Schweppes, which at
the time had a monopoly on the
soft-drink market," said Mr.
Suesskind. "But their business
doubled because of the greater
consumer awareness of soft
drinks. It's not as if one product
drives another product out of the
market."
(c) Jerusalem Post 1996
Dead Sea Works
May Split Up
Jerusalem (JPFS) — Dead Sea
Works (DSW) confirmed its par-
ent company, Israel Chemicals
(ICL), is considering splitting
DSW into three new companies,
with the possible long-term aim
of floating them on stock ex-
changes.
An initial proposal to separate
the magnesium, potash, and
chemical products operations was
discussed by ICL's board.
By splitting DSW, company ex-
ecutives believe they will be able
to increase the availability of cap-
ital.
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