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Making Big Waves
PharmExec, 10/16/09

To many marketers, the challenge would seem nearly impossible: introduce a specialty product into a category dominated by a well–established player, and into a marketplace largely satisfied with the existing standard of care. Such was the situation that Tercica, Inc., a subsidiary of the Ipsen Group, found itself in as it prepared to launch Somatuline Depot (lanreotide) Injection, a pre–filled, home–delivered treatment for acromegaly, a rare condition that affects 60 out of every 1 million people.

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