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PMLiVE Top Pharma List


The Top Pharma List's top 50 pharmaceutical products by global sales ranking is compiled from GlobalData's pharmaceutical revenue figures. Celebrex was produced by Pfizer.

Weather the storm

The company's other COX-2 inhibitor, Celebrex, is still available. NICE only recommends COX-2 inhibitors for those at 'high risk' of serious gastrointestinal problems such as those over 65

Need to adjust

Responsiveness to the market context determines the treatment. Pfizer's Celebrex was launched in many markets with a 'power' positioning, taking advantage of its first-to-market status in most places. ... It wasn't first-to-market in the UK, where Vioxx

Uniting the unique

One example is Pfizer's Celebrex which was launched in many markets with a 'power' positioning, taking advantage of its first-to-market status. ... Celebrex had to adopt a completely new message for the UK while remaining true to the core global brand.

Novartis COX2 taken off Australian market

Only Pfizer's Celebrex (celecoxib) remains on the US market. Prexige was approved in Australia in July 2004, but had only recently become widely available since winning reimbursement status.

Emerging danger

Celebrex. The company has, like others, introduced more sophisticated 'tamper-evident' packaging on products in Europe, and sees the European Federation of Pharmaceutical Industries and Associations (EFPIA) proposal for a 2D

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