Sunovion aims 336 Latuda reps at 22K docs; Shire sales break $3B;

 @FiercePharma:  How can pharma fix DTC ads? Article | Follow @FiercePharma

> Sunovion Pharmaceuticals is targeting 22,000 psychiatrists in the U.S., with a sales force of 336 reps, in support of Latuda, an atypical antipsychotic for the treatment of schizophrenia. Story

> Shire's product sales broke the $3 billion barrier for the first time as the drugmaker benefited from manufacturing problems at U.S. rival Genzyme and increased sales of its hyperactivity medicine. Report

> Cephalon reported better-than-expected fourth-quarter profit and raised its 2011 sales and earnings forecasts based on higher expectations for its sleep disorder drugs. Story

> Teva Pharmaceutical Industries is gearing up for another round with the FDA over whether the Plan B emergency contraceptive can be sold without a prescription for younger women and girls. News

> Dublin-based biopharmaceutical company Amarin is to increase its U.S. presence by setting up sales and marketing headquarters in New Jersey. Item

> Johnson & Johnson said its Cordis medical devices unit, whose sales have fallen sharply in recent years due to waning demand for its Cypher heart stent, will lay off an unspecified number of salespeople and merge two separate sales forces within the division. Article

Biotech News

@FierceBiotech: Publicly-funded drug research spawned 153 new drugs. Report | Follow @FierceBiotech

@JohnCFierce: Avik Roy estimates that MannKind will need 24 months to get a response back from the FDA and an additional $250M to get through 2013. | Follow @JohnCFierce 

> MannKind axes 179 workers, circles wagons around Afrezza. News

> Justiva trial failure sends Renovo into tailspin. Article

> Dying breast cancer patient calls for personalized medicine. Report

> Pharma chiefs offer dire warning on meager R&D productivity. Story

> Arena CFO Hoffman departs. Item

> AcelRx falls short of $40M IPO. News

And Finally... Virtually all family physicians and primary-care internists stock at least one adult vaccine, but only 27 percent stock them all. Report