novartis signs up poh's tpm, page-61

HT-

I can imagine a couple reasons why Novartis might want to market the TPM diclo with a different branding than Voveran: they might want to position the products at different price points to measure the premium they can charge for the TPM product to maximise revenues, and they also might not want to dilute the Voveran brand with different flavors. I would not be surprised in the least if Novartis marketed this as Instanac TPM.

I also think that Novartis may very well have been part of this deal from the start - at least with Themis; I don't know about POH. Novartis may have wanted Themis to act as a straw man thinking to get a better deal - something like Apple did to get the "iPhone" brand rights away from that Chinese company a few years back.

Also, I think Novartis would be smart to market Instanac TPM on the basis of speed of relief rather than delivering more active. I believe that any claim of delivering more total active would gain the attention of regulators in a way that a claim of faster acting would never do.