Meanwhile, Reckitt has gradually raised the price of Suboxone Tablets in order to switch patients.
FORBES: Reckitt's Suboxone Strategy Is Really About Patients Or Profits?
Reckitt puts its success down to management, marketing and the positioning of its brands.
Up to 40% of Reckitt's sales come from products that are less than three years old.
You must contact the sponsor of the reference listed drug for your ANDA, Reckitt Benckiser Pharmaceuticals Inc.
FORBES: Reckitt's Suboxone Strategy Is Really About Patients Or Profits?
This allows the firm to make decisions more quickly than its competitors, says Bart Becht, Reckitt's boss.
And by filing the Citizen Petition last month, Reckitt will likely delay generic competition for several months more.
FORBES: Reckitt's Suboxone Strategy Is Really About Patients Or Profits?
Reckitt increased its spending on marketing by 25% last year, when most of its competitors were cutting back.
In the consumer area are such attractions as Reckitt Benckiser and Wella.
When Reckitt Benckiser, a consumer-products group, announced the sudden exit of its long-serving boss in April, its shares dropped by 8%.
She has contributed to myriad FORBES GLOBAL features while herself reporting on such companies as Stagecoach, Puma and, most recently, Reckitt Benckiser.
The patent on Suboxone tablets, in fact, expired two years ago, while patent on Suboxone Film expires in 2022, according to the Reckitt spokesman.
FORBES: Reckitt's Suboxone Strategy Is Really About Patients Or Profits?
In the household and personal care industries, for instance, a pandemic would create "winners" such as Henkel and Reckitt Benckiser, which make household cleaning supplies.
Smaller deals followed, such as Reckitt Benckiser's purchase of Paras Pharma.
Reckitt Benckiser, a medium-sized British firm, reported a 14% increase in profits in the second quarter compared with the previous year, and an 8% increase in sales.
Meanwhlie, Reckitt will continue to sell both versions of Suboxone.
FORBES: Reckitt's Suboxone Strategy Is Really About Patients Or Profits?
This is a very different strategy from that of Reckitt's rivals, which, after years of sprucing up their products and pushing up their prices, are scrambling to introduce cheaper options.
Late last month, Reckitt Benckiser created a stir by unexpectedly announcing that its Suboxone tablet for treating opioid dependence will be withdrawn from the US market sometime over the next six months.
FORBES: Reckitt's Suboxone Strategy Is Really About Patients Or Profits?
That risk was already highlighted earlier this year in public statements of Vodafone, GlaxoSmithKline, WPP and Reckitt Benckiser that they were moving their surplus cash out of euros and out of the eurozone on a daily basis.
The Reckitt spokesman, however, denies this.
FORBES: Reckitt's Suboxone Strategy Is Really About Patients Or Profits?
For months, though, this effort has stalled, according to industry sources, who tell us Reckitt has not given any indication that it will cooperate in designing such a REMS and has not shared some of the specifics with the generic drugmakers.
FORBES: Reckitt's Suboxone Strategy Is Really About Patients Or Profits?
Laurent Faracci, chief strategy and marketing officer of Reckitt Benckiser USA, said the company can get its newly acquired brands like Airborne and MegaRed supplements into more drugstores and mass-retail channels where it already sells products like Lysol disinfectants and Mucinex decongestants.
WSJ: Vitamins Become Growing Business for Consumer-Product Companies
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