RF | Binder Partners is supporting Ranbaxy Pharmaceuticals as the India-based drug marketer rolls out Atorvastatin, the first generic competition to Pfizer’s blockbuster cholesterol drug Lipitor.
Ranbaxy, which is based in Princeton, N.J. in the U.S., received final approval Nov. 30 from the U.S. Food and Drug Administration to market the generic drug under a deal with Israel-based Teva Pharmaceuticals.
Bloomberg said revenue from Atorvastatin could hit $650M during the first 180 days, according to a survey of analysts. Ranbaxy has an exclusive six-month window to market the generic competitor under FDA “first-to-file” rules.
Lipitor is the best-selling prescription drug of all time generating $10.7B in revenue in 2010. Pfizer has scrambled to ink deals with drug benefit managers to lower prices on Lipitor to compete with the generic newcomer.
Charles Caprariello, VP of corporate communications and government affairs for Ranbaxy, said RF is handling Atorvastatin. The Ruder Finn unit has worked with Ranbaxy since 2003.