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Teva launches first U.S. generic Cialis as Eli Lilly braces for loss of its ED blockbuster

2018-09-30


It’s time to say goodbye to the bathtub couples who've been a staple of direct-to-consumer drug advertising since 2003—and who helped turn Eli Lilly’s erectile dysfunction drug Cialis into a billion-dollar-plus blockbuster.

Teva Pharmaceutical said Thursday it is launching its generic version of Cialis in the U.S. The company has “first-to-file” status on the product, which means that for 180 days it will have the market all to itself before the FDA starts greenlighting other generics.

This is not the first blow to Cialis—the product’s sales started eroding when generic versions of Pfizer’s rival ED drug, Viagra, hit the market in late 2017—but it will surely be the biggest. Cialis pulled in $2.3 billion in sales last year. That figure could plummet to $55 million by 2022, estimates life science intelligence firm Evaluate. Several other generics makers are teeing up their versions of Cialis to launch after Teva’s exclusivity period ends, including Aurobindo, Watson and Sun Pharma.
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