Modest launch seen so far for Shire drug Vyvanse

LONDON, Aug 23 (Reuters) - Shire Plc's (SHP.L) new hyperactivity drug Vyvanse has had a modest launch so far in the United States, partly reflecting the school holiday period, according to industry analysts.

A spokesman for Britain's third largest drugmaker said on Thursday the firm was very pleased with the launch to date, in particular the fact Vyvanse was winning market share from rival products and not just Shire's older Adderall XR.

Analysts, however, said the overall level of demand had been subdued, with Vyvanse's market share at 2.4 percent of total prescriptions after eight weeks on the market rather less than hoped.

Vyvanse is a key new product for Shire. The company is hoping it will replace its current top-selling attention deficit hyperactivity disorder (ADHD) drug Adderall XR, which could face generic competition from 2009.

Anian -- a Reuters business that tracks industry issues and trends for institutional investors -- said the launch data to date had been both positive and negative.

While it was encouraging that Vyvanse was taking share from products like Johnson & Johnson's (JNJ.N) Concerta and Eli Lilly and Co's (LLY.N) Strattera, feedback from pharmacies suggested demand so far had been underwhelming.

An Anian survey of 14 urban and suburban U.S. pharmacies found only two had dispensed Vyvanse, while five stocked the drug.

Dealers reported Credit Suisse analysts said in a note earlier this week that the penetration and ramp-up rate to date was "somewhat disappointing", although the market share gains from rivals were promising, indicating a mixed launch overall.

The Shire spokesman said take-up was inevitably muted by the school holidays, when schoolchildren use less medication and many doctors are on holiday, reducing the scope for heavy marketing.

"The bottom line is we are really pleased with the launch so far," he said.

((Reporting by Ben Hirschler; Editing by David Cowell; email: ben.hirschler@reuters.com; Reuters Messaging: ben.hirschler.reuters.com@reuters.net; +44 20 7542 5082)) Keywords: SHIRE VYVANSE/

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