What's up with Synera? Did you know that Endo Pharmaceuticals first marketed Synera back in 2007. It didn't go so well. This blog states the following....
The main problem is that you really NEED 30 minutes for Synera to work well. This means that generic lidocaine cream, which can be purchased by the parent OTC works just as fast. The only thing we have to sell with is less blanching and less mess, more convenient in hospital. It is hard to convince pharmacy it is worth the 63% price increase for that. It is a neverending battle every day - Depodur or not....
Also according to Endo from their 2009 SEC filing they stated the following....
During the year ended December 31, 2007, as a result of the continued lack of commercial success of Synera™, we recorded an impairment charge of
.9 million related to the remaining unamortized portion of our ZARS intangible asset.
Now Nuvo/Zars are relaunching Synera in the USA. Are we beating a dead horse? We must have 21 of the best sales people in the world and our incentive program is better then everyone elses. Second time around will surely be better and we will break sales records. Can't wait. Need2.