Lupin has launched its anti-infective product Suprax (cefixime oral suspension) in US. The newly established 50 strong pediatric specialty sales force of the company’s subsidiary, Lupin Pharmaceuticals Inc has begun detailing Suprax.

According to a strategy of the company, the sales force will initially target over 10,000 physicians who prescribe oral suspension anti-infectives. The market for branded anti-infectives’ oral suspension is over $ 1 billion.

LPI has been distributing through wholesalers and pharmacy chains in the US, which in turn is sold to retail outlets across the country. Vinita Gupta, president LPI, said, “We are very pleased by the initial response to this new launch. We are encouraged that the product will be widely available in the US when physicians begin to prescribe Suprax.”

The pediatric specialty sales force efforts are supplemented by additional promotional programmes. LPI has planned a series of non-personal promotional campaigns such as direct mailing and through product website, to reinforce sales effort.

Lupin Ltd earlier announced that the pediatric specialty sales force will also promote Zymar (gatifloxacin 0.3 per cent ophthalmic solution), for which it entered into an agreement with Allergan, Inc recently.