Novel promotion deal for Altana and Solvay

Germany's Altana Pharma and Belgium-based Solvay have entered a novel co-promotion arrangement in the UK. The deal involves a "detailing time" swap, where the Altana sales force will promote Solvay's antihypertensive drug Teveten (eprosartan), while Solvay' sales team will detail Protium (pentoprazole), Altana's proton pump inhibitor antiulcerant.

Solvay Healthcare chief executive John Peter notes that, "whilst bigger companies may have more clout in the market place, medium-sized companies have the advantage of flexibility, and we are harnessing this to find creative solutions." Altana Pharma UK CEO Jonathan Fairley added: "this is a grown-up relationship based on a high level of trust." The two CEOs expect the teamwork to be reflected in sales performance, and noted that Protium is now the second-fastest growing branded PPI in the UK, with sales of 34% in 2003.