Prolia: update on a brand innovation to watch

At the first of the year, we wrote about one brand innovation to keep our eyes on in 2010 – Amgen's bone-loss treatment brand Prolia (denosumab).

Once approved, how will denosumab fare against Zometa and other bone-strengthening drugs on the market?

Early signs look good. At the recent San Antonio Breast Cancer Symposium, a study of denosumab's impact on bone strength showed it cut the rate of fractures and other bone complications in patients with breast cancer better than Zometa and had fewer side effects.

Amgen says it expects to release data from a similar study on building bone strength by the end of March.  Click here to read more.