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Lundbeck: Employers show an interest in alcohol pill

It requires sound scientific data and a strong initial effort to convince a certain group of doctors as Lundbeck prepares to market its new pill against alcohol dependence.

Foto: Colourbox, genrebillede

First depth, then width, seems to be Lundbeck’s marketing tactic for its new alcohol drug, Selincro. The pill has just been launched in Norway, Poland, Finland and the Baltic countries and during the course of this year the presence of the drug is to be expanded further.

“In terms of marketing the novelty of the treatment plays a part. It is the first approved drug for reducing consumption, as other medicines are focused on making the patient cease drinking completely.

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