Mumbai-based Sun Pharmaceutical Industries met an in-house deadline of Feb. 1 to launch sales of generic Gleevec/Glivec (imatinib) in the U.S. that included a savings card program to cut the co-payment out-of-pocket costs for the cancer treatment with certain pharmacies. "The savings card will reduce patient's co-payment (out-of-pocket) to $10," the company said in a release. "In line with its philosophy of putting patients first, Sun Pharma's Imatinib Mesylate Savings Card will also offer patients additional savings benefit of up to $700 for a 30-day fill to offset any additional out-of-pocket cost should they be required to meet their deductible or co-insurance." Sun, as first to file, now starts a 180-day marketing exclusivity period on the generic that puts it head-to-head with Novartis ($NVS). On the Jan. 27 earnings call, Novartis said it fully expected Sun to meet the launch date. Release