How can Teva's migraine drug face off Amgen and Lilly? Put neurologists first, DTC last, executive says

Teva faces some tough rivals in the next-generation migraine market, and Amgen and Eli Lilly each have bragging rights for their drugs—first by sales and first by new scripts, respectively. But the Israel-based drugmaker thinks its own Ajovy can win, too. And it has an underdog-style marketing plan to get there.