Dow Jones -- Vertex Pharmaceuticals Inc. (VRTX) is using a focused strategy in selling its newly approved hepatitis C drug Incivek against two of the world’s largest pharmaceutical companies.
While the Cambridge, Mass., drug maker is launching its first drug--the first prescriptions arrived just hours after Monday’s approval from the Food and Drug Administration--it is facing a formidable opponent. Merck & Co. (MRK) got approval for its own hepatitis C pill Victrelis earlier this month and has signed a promotional agreement with Roche Holding AG (RHHBY). Both drugs work in similar ways, improving cure rates.
Vertex said it is using a small, experienced sales force to get its message to doctors about the viral liver disease, mixed with support for a coming awareness program to help identify new patients.
