Wockhardt’s new drug, India’s second to get US nod, now eyes commercial success

Unlike generic or counterfeit drugs that are sold to distributors and do not require brand marketing or access to doctors in the U.S., selling branded NCEs is a different ball game, requiring physician education, direct advertising, and rebate and formulary negotiations. In Wockhardt’s case, since Zaynich is geared toward severe critical care cases, physician training and direct advertising costs will be significantly lower because the focus will be on hospital support.