Terapia Ranbaxy triples sales in one year with a single brand

In 2004 we were toying with the idea about eliminating Furazolidon from our portfolio because it was a prescription price-controlled drug. Since 2006 it is no longer a prescription drug and we could make this product profitable by increasing its price. A marketing campaign led Furazolidon to become one of the five top best-selling products in 2007,” according to a statement for Business Standard by Dragos Damian, CEO of Terapia Ranbaxy.

The company is preparing to relaunch another non-prescription analgesic in 2008, but has not released the product’s name. Damian says that the company expects its sales to double.

The Romanian analgesic market is valuated at €50 million. Algocalmin, produced by Zentiva, has annual sales of €14 million.

Meanwhile, Ranbaxy will relocate the production of at least five drugs to its Cluj-based factory, all of which are currently made in India. The process will take some 3-12 months.

While the company launched 16 products in 2007, it now plans to launch 40-50 new products in 2008. Terapia Ranbaxy sales increased last year by 21 percent, up to €120 mln. In the last quarter of 2007 alone, sales rose 83 percent compared to Q4 2006. It is generic drug market leader, with 12.3 percent.

The Romanian pharma market, worth €1.85 mln, is dominated by GSK, Hoffmann La Roche and Sanofi Aventis.