Astra heart drug faces hurdles in tough EU market

AstraZeneca's big new drug hope Brilinta faces an uphill fight in Europe as its maker negotiates a series of hurdles that underscore the tough pharmaceutical landscape across the continent. The heart drug was approved in Europe in December and has so far been launched, under the brand name Brilique, in Germany, Britain, Denmark and Norway, with more launches expected in the second half of 2011.

In all, it has been cleared for sale in more than 30 countries, although not yet in the all-important US market, where a decision is expected in July. Brilinta - tipped as a $1 billion-plus seller - is a rival to Sanofi-Aventis and Bristol-Myers Squibb's blood thinner Plavix, the world's second biggest selling prescription drug, with annual sales of more than $9bn. It is a pivotal product for AstraZeneca, which needs to make up for sales of older drugs being lost to generic competition. AstraZeneca has priced Brilinta at a premium to Plavix - at €2.48 or £1.8 for a day's treatment of two pills - after a clinical trial called Plato showed it to be superior.