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Shire to co-promote Vyvanse

Shire has entered into a three-year deal with GlaxoSmithKline to co-promote its hyperactivity medicine Vyvanse in the US

Shire has entered into a three-year deal with GlaxoSmithKline (GSK) to co-promote its hyperactivity medicine Vyvanse in the US.

The aim is to help improve recognition and treatment of adult Attention Deficit Hyperactivity Disorder (ADHD), Shire reported last week.

The agreement will more than double the sales effort behind Vyvanse by adding more than 600 sales representatives from GSK who will call on specialists and primary care doctors. It is expected that they will introduce Vyvanse to more than 70,000 additional physicians.

"Shire believes GSK is our ideal partner to promote Vyvanse because of its strength and leadership in central nervous system (CNS) treatments," said Michael Cola, President of Shire's Speciality Pharmaceuticals business.

"By collaborating with GSK, we are better positioned to reach psychiatrists and primary care physicians with treatment information about adult ADHD."

GSK is expected to begin promoting Vyvanse in May 2009. The deal is based on profit-sharing above an agreed baseline figure.

Vyvanse was approved for marketing by the Food and Drug Administration (FDA) for ADHD in children aged six to 12 years in July 2007. The adult indication was added in April 2008, opening up a potentially lucrative market.

"Increased diagnosis and treatment of adults with ADHD is a significant driver of growth in this category (of medicine)," Michael Cola said.

31st March 2009


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