Lupin has signed a strategic co-promotion agreement with US-based Onset Dermatologics that grants Lupin exclusive rights to promote Onset’s Locoid lotion (hydrocortisone butyrate 0.1 per cent) to paediatricians in the US. Locoid is the most highly prescribed mid-potency steroid brand in the US.
Locoid lotion is a corticosteroid indicated for the topical treatment of mild to moderate Atopic Dermatitis (AD)in patients three months of age and older. AD is one of the most common skin disorders in young children and has a prevalence of 10 per cent to 20 per cent in the first decade of life. It is a chronic illness that requires a multifaceted treatment strategy in the setting of limited therapeutic options. Between 1997 and 2004, paediatric patients with AD (newborn to 18 years of age) accounted for an estimated 7.4 million office visits in the US alone. AD, more commonly called eczema, now affects 10 to 20 per cent of children in the US and direct healthcare costs exceed $3 billion, according to the National Institute of Arthritis and Musculoskeletal and Skin Diseases. Locoid lotion currently participates in a market that includes 17 per cent of school-age children in the US between the ages of five to seven years which is about 9.2 million children.
The addition of Locoid lotion will enable Lupin to strengthen its US brand business and expand its product portfolio for the US paediatrics segment. Lupin’s current paediatric portfolio consists of Suprax and Alinia for oral suspension and such the company is well positioned to capitalise on this opportunity. Onset has had minimal promotion of Locoid lotion to paediatricians. Lupin’s 160+ strong specialty sales force will promote Locoid lotion with Onset providing strategic marketing support thus creating an opportunity for incremental revenues with minimal additional sales or marketing expenses.
“We are pleased with the addition of Locoid lotion to our brand portfolio and are committed to bring meaningful products to the US paediatric community,” said Vinita Gupta, Chief Executive Officer, Lupin Pharmaceuticals.
Bob Moccia, President, Onset Dermatologics said, “This partnership will give paediatricians greater opportunity to utilise Locoid lotion in their patients while Onset maintains its focus on promoting Locoid to the dermatology community. We are confident that Locoid will continue to be the most prescribed mid-potency steroid brand in the US.”
EP News Bureau – Mumbai