Go Back

The end of an era, and the start of a new one

Posted by: Jyotsna Kini on April 09, 2012

On March 27th, the FDA approved Omontys (peginesatide), a drug used to treat anemia in adult dialysis patients who have chronic kidney disease (CKD). Omontys represents the first innovation in two decades – 20 years where the only option for CKD patients has been Amgen's Epogen. InterbrandHealth worked with Affymax and Takeda Pharmaceuticals to develop a brand name that would allow peginesatide to breathe fresh air into an older category riddled with monopoly.

The market is excited to have a new treatment option and Omontys is poised to transform the world of anemia in CKD – it is slated to generate as much as $700 million in peak sales by 2017.

Congratulations to Affymax and Takeda on this significant FDA approval!

Jyotsna Kini is a Creative Director with InterbrandHealth in New York.




Related Posts


#showmeyourpump Shows Us the New Normal in Healthcare
The 4 Things You Need to Know About the FDA’s New Drug Naming Guidance
Rx to OTC Switching: What Does It Mean for Your Product’s Brand Equity?
Chasing Cool in Healthcare: When the Industry Embraces It, Consumers Will Too