New River selects marketing VP to drive launch of new ADHD drug

Share this article:
New River Pharmaceuticals has hired James Shaffer as VP of sales and marketing to oversee the anticipated launch of the company’s attention deficit-hyperactivity disorder (ADHD) drug Vyvanse. Shaffer joins New River from Prestwick Pharmaceuticals, where he has served since 2004 as senior director, commercial operations. Prior, he worked at Intermune as national sales director. Shaffer has also held various positions at GlaxoSmithKline and Merck. New River will co-market Vyvanse along with Shire. Vyvanse is expected to follow in the footsteps of Shires’ ADHD market-leading Adderall XR but is formulated to be harder to abuse. Adderall XR brought in nearly $975 million in sales for Shire in 2005, followed by McNeil Consumer and Specialty Pharmaceuticals’ Concerta, with sales of $838 million and Eli Lilly’s Strattera, with sales of $662 million. On Jan. 4, New River and Shire received a second approvable letter from the FDA for Vyvanse and no additional studies have been requested by the agency. However, regulators have proposed that Vyvanse be classified a controlled substance and both companies are still awaiting scheduling designation from the Drug Enforcement Administration. Scheduling assignment for Vyvanse is expected within three months, the companies said in a statement.
Share this article:
You must be a registered member of MMM to post a comment.

Next Article in Channel

Email Newsletters

MM&M Future Leaders

Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...