It's a tough marketing world out there. To get drugs prescribed, companies have to show their products are different enough from their rivals. I'm not sure if Endo Pharmaceuticals
This isn't the first testosterone treatment. Abbott Labs
What's the market size of men with low testosterone who run around with their shirt off? I have no idea, but I would have guessed those were two fairly mutually exclusive groups.
Maybe the name, Fortesta, will help sell the product by conjuring images of building a fort in the backyard. I'm not really sure where Endo was going with the name.
Endo also has the challenge of having a competitor, Eli Lilly
Having Eli Lilly launching at the same time might not be all that bad, though. Low testosterone is an underdiagnosed syndrome, and the larger pharmaceutical company may end up throwing marketing money at the problem to get patients diagnosed. Even if Endo only gets a portion of the market, if the market expands enough, Fortesta could end up bringing in a fortress full of cash for Endo.
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