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Sales and Marketing » New Product Development and Launch » Planning and Coordinating Launch » Launch Strategy and Structure
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This short case study examines cariprazine, a second-generation atypical antipsychotic therapy developed by Forest Laboratories and Gedeon Richter. Given the nature of the CNS market, where individual patients do not experience the same outcomes or the same side effects with the same therapy, each new antipsychotic medicine gives physicians one more option to try.
That creates an opportunity for acceptance of new products, even in a crowded market.
This study reviews cariprazine and the drug's potential, its pros and cons and where the product could fit into the antipsychotic market.