Mecca Cola is in direct competition with Coca-cola, deliberately appealing to anti-US sentiments. This growing tendency for manufacturers to market themselves on a political positioning to take advantage of consumer concerns creates a loyal customer base that will not be easily swayed.
DiaPep277 has already shown strong trial results for type I diabetes, which is in some ways similar to LADA. This makes the new investigation seem worthwhile. Approval would provide a new treatment option for an often-misdiagnosed subcategory of diabetic patients. It would also greatly increase the market potential of the drug, by allowing access to a much larger patient population.
The deal is important, since 10-15% of Gaucher disease patients live in Israel. While it goes against OGS' intended strategy of marketing Vevesca alone, the deviation will be beneficial in the long run. Israel will not be as strong a market for OGS' later compounds, and a large licensing payment at this stage will help it establish salesforces in the key pharma markets.
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