Start­ing from scratch: Vi­a­tris’ new brand, cul­ture set­tle in 1 year af­ter My­lan, Up­john merg­er

When My­lan and Pfiz­er’s Up­john unit merged last year, head­lines tout­ed the $12 bil­lion deal and new­ly named Vi­a­tris as the largest gener­ic drug­mak­er in the world. But that’s not ex­act­ly how the com­pa­ny want­ed to be known.

So Vi­a­tris — which rhymes with Beat­rice — be­gan work­ing to cre­ate a new brand and cul­ture from scratch around its dis­tinct mix of old phar­ma block­busters while lay­er­ing in a mas­sive port­fo­lio of gener­ic and OTC meds and build­ing up a fresh pipeline of biosim­i­lars.

Unlock this article instantly by becoming a free subscriber.

You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.

SIGN UP LOG IN BECOME A PREMIUM SUBSCRIBER