Europe and Rest of the World (ROW) Sales & Marketing
A European Union (EU) directive requires that medicinal
products have marketing authorization before being put on the EU market. Authorizations are granted after quality,
safety and efficacy assessment. To control pharmaceutical expenditures, most EU member states regulate pricing of
such products and in some cases limit the range of different drug forms available for prescription by national
health services. These controls can result in considerable price differences among member states.
Generic products are promoted in Europe and ROW by over 1,300
sales representatives, including contract sales representatives and marketing employees. The Company's larger number
of sales representatives in Europe than in the U.S. is attributable to the continent being a largely "branded generics"
market, as compared to the U.S. substitution-based generics market, in which bioequivalent generic products can be
easily substituted for one another.
As a result, physician and pharmacist loyalty to a particular
Company's generic product can be a significant driver in obtaining market share. In the recently expanded EU, as regulated
by the European Medicine Agency (EMEA - the FDA equivalent for the EU), the generic pharmaceutical industry is becoming
an increasingly important supplier of pharmaceuticals. While products may be promoted to different audiences in different
countries, sales representatives generally promote branded generic products to physicians and pharmacists.
As of December 31, 2007, Barr marketed for sale in Europe and the rest
of the world approximately 255 different molecules, representing 1,025 generic pharmaceutical products in approximately 2,790
different presentations (where one molecule in one market represents a product, and each combination of a formulation and
strength represents one presentation).
Product Guide 
