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Photocure Announces new Commercial Strategy for Hexvix(R), the Innovative Product for Improved Detection of Bladder Cancer
Date:9/26/2011

eholders."

Marc de Garidel, Ipsen's Chairman and CEO, said:

"The new strategy we announced on 9 June is based on an increased focus on our key franchises. We are therefore proud to announce the in-licensing of an innovative medical drug-device procedure to complement our offer in uro-oncology. Hexvix will develop commercial synergies with Decapeptyl, our GnRh analog indicated for the treatment of advanced prostate cancer and with tasquinimod currently in phase III development by our partner Active Biotech for asymptomatic or mildly symptomatic, chemotherapy-naive men with metastatic, castration-resistant prostate cancer (mCRPC). Hexvix is a unique product which considerably improves the detection of bladder cancers and ameliorates our offer in uro-oncology for the benefit of patients, prescribers and all stakeholders".

GE Healthcare has held the licence to market, sell and distribute Hexvix since 2006.  GE Healthcare continues to have the highest confidence in the product, but since urology is not a core business area for the company, Photocure has renegotiated the global licensing agreement enabling it to license the marketing rights for Hexvix to Ipsen and to commercialise the product directly in the US.

Stephen Lightfoot, COO, Medical Diagnostics, GE Healthcare said:

"We have had a successful collaboration with Photocure and are proud to have launched Hexvix/Cysview and to have worked with the product over the last six years. Urology is not a core business area for GE Healthcare and we believe a company that is dedicated to urology will be better placed to enable Hexvix to reach its full market potential and benefit more patients."

About Hexvix

Hexvix/Cysview ((hexaminolevulinate hydrochloride) for intravesical solution), is the first approved drug-device procedure for improved detection of bladder cancer.  It is designed to induce fluorescence in the malignant cells in the bladder during a cystoscopic pr
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SOURCE Photocure ASA
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