Glaxo shifting Tritec ulcer marketing resources to CNS, respiratory and antivirals.

Executive Summary

GLAXO SHIFTING RESOURCES FROM TRITEC TO OTHER PRODUCT AREAS, Glaxo Wellcome CEO Robert Ingram told a Bear Stearns health care conference Sept. 9 in New York City. Glaxo's expectations for Tritec (ranitidine bismuth citrate) were overly optimistic, Ingram acknowledged: "We overestimated the size of that market. It is much smaller than we had originally forecast. It's probably in the U.S. about a $100 mil. market." While Glaxo will continue to promote Tritec in targeted markets, particularly managed care, the company will "devote our real detailing and promotional support to our other growth opportunities," Ingram said.