Win-Medicare Pvt Ltd, the pharma arm of UK Modi Group, will now bring in more relief for three per cent of the psoriasis population in India. The company is launching 'Daivobet', a combination therapy of Denmark based Leo Pharma's second novel and effective topical formula for psoriasis.
The first anti-psoriatic drug 'Daivonex' marketed in India under a similar initiative benefits 6,000 patients in the country and it is a Rs. 1.5 crore worth product for the company.
Daivobet, a combination therapy containing two active ingredients namely calcipotriol and betamethasone dipropionate, is already a much sought after drug in 40 countries. The once a day topical cream is stain free and is available via the ethical route through dermatologists. It is priced at Rs.998 for a 15g pack.
While the marketing alliance is a viable revenue generation option in the post patent regime for Win -Medicare, it allows $5 billion Leo Pharma, the global derma care major to enlarge its presence in India. "For the present, there are no plans for Leo Pharma to directly enter India except through marketing pacts. Its presence in India is either with Win Medicare or Ranbaxy," Hans Christian Hansen, regional marketing manager, Leo Pharma, Asia Pte. Ltd., told Pharmabiz.
Win Medicare has several marketing alliances: Mundi Pharma Switzerland, Merz Pharmaceuticals GmbH, Germany for marketing Hepato-therapeutic and Contractubex, IBSA, Switzerland for gynaecological products, Tillots Pharma AG Switzerland for gastroenterology and Leo Pharma, for psoriasis.
Under the Leo Pharma pact, a third drug Fucithalmic used to treat bacterial conjunctivitis is under registration and is expected to be launched around Q2 of 2007. Besides, four new products are expected to enter India in 2007, which include Germany-based Merz's Axura drug for Alzheimer's in the Q1 followed by Pantogar a hair restorative in Q3. Its Over-The-Counter division will launch Mederma an anti scar care, an Emergency Contracetive and a phyto pharmaceutical range for cold and coughs from Bionorica, Germany in Q3, stated Surjit S Aurora, vice-president, Win-Medicare.
The national market for psoriasis drug is valued at Rs 107 crore(Rs 101 crore for steroids and Rs. 6 crore for specific therapy).
Daivobet is used only on skin affected by plaque type psoriasis, caused by over-activity of the skin's immune cells. While calcipotriol treats the overactive skin cells and normalizes its growth, betamethasone dipropionate relieves redness, itching and irritation, explained Dr. Harvey Lui, Professor and Head, Department of Dermatology and Skin Science, University of British Columbia who was here in Bangalore.
"Two-third of the patients in clinical trials with Daivobet which is a vitamin D analog, showed marked improvement in clearance of psoriasis after four weeks of treatment. There is a huge disparity in the treatment options for psoriasis in India as compared to those available in North America and Europe. Steroids is the most common prescription for psoriasis, which can become harmful with prolonged use. Other than topical application, photo therapy and oral medication are recommended. In the US cost of psoriasis treatment is between $200 to $2000 factoring all costs from lab tests to drugs and time loss from work. There is a need for massive awareness that psoriasis is not contagious, averred Dr Harvey Lui.