Daiichi Sankyo/Ranbaxy leverage business model with launch of Evista in Romania

Japan's Daiichi Sankyo and Ranbaxy Laboratories of India say that the latter's subsidiary in Romania, Terapia, will market the osteoporosis medication, Evista (raloxifene) in that country. This is the first time in Europe that Daiichi Sankyo and Ranbaxy are leveraging synergies generated through the Hybrid Business Model.

Commenting on the news, Atul Sobti, chief executive of Ranbaxy, said: 'The launch of Evista by Terapia Ranbaxy in Romania marks our first international endeavor as a global partnership. Terapia Ranbaxy is a strong player in Europe, and we will provide a unique platform to Daiichi Sankyo for the launch of Evista, and many more new products in the future.'
With a population of 22 million people, Romania is Eastern Europe's second biggest market after Poland. Annual turnover in the Romanian pharmaceutical market totals about $ 2.5 billion, and the market is growing at around 20% a year, in local currency terms.

In 2006, Daiichi Sankyo acquired the marketing and distribution rights for Evista, an osteoporosis treatment, in six European countries from US drug major Eli Lilly and, in 2008, acquired additional rights for the drug covering all remaining countries in Europe, with the exception of Greece.