For the majority of drugs, end-of-lifecycle planning usually involves a reining-in of marketing costs. But Sucampo CEO Peter Greenleaf is doing the exact opposite. In the firm's second-quarter earnings call, he announced the company is “doubling-down” on Amitiza, the constipation treatment which has been on the market for eight years and which will soon face the threat of generic competition.
Amitiza owns just 1% of the overall constipation market, which includes a number of OTC options, a representative for the drugmaker told MM&M. Sucampo co-markets Amitiza with Takeda.