Ironwood goes old-school with focus on long term

02/7/2013 | Xconomy

Instead of focusing on a rare disease and trying to make itself an attractive buyout target as many other biopharmaceutical companies are doing, Ironwood Pharmaceuticals is staffing up and marketing a drug with blockbuster potential. Ironwood and its partner, Forest Laboratories, have skipped television ads in favor of an Internet search engine optimization strategy and are talking with payers to ensure reimbursement and low patient copays.

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