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There's a Blood Battle Raging Between Europe's Drug Giants

  • Roche’s experimental hemophilia treatment is in final testing
  • NovoSeven, a $1.5 billion drug, has no direct competitor
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Novo Nordisk A/S, already reeling from pricing pressure in its diabetes business, is now feeling the heat in the $8 billion market for treating hemophilia, a rare bleeding disorder.

The Danish company is bracing for competition for NovoSeven, a blockbuster that generated $1.5 billion in sales last year, from Roche Holding AG. The Swiss drugmaker is in final stages of testing a new drug that promises to chip away at a part of the market long dominated by the 20-year-old medicine.