The New Brands & Strategies: Atypical Antipsychotics Report Provides
Critical Commercial Analysis at the Market, Company, and Brand Level
WALTHAM, Mass., March 5 /PRNewswire/ -- Decision Resources has produced
a new report that finds that Bristol-Myers Squibb and Otsuka Pharmaceutical
spend almost twice as much on Abilify's promotion as other marketers of
atypical antipsychotics spend promoting their agents. Surprisingly,
psychiatrists and primary care physicians surveyed cite Eli Lilly's Zyprexa
and AstraZeneca's Seroquel, respectively, as the companies from which they
receive the most promotional material, and fewer than 10% mention Bristol-
Myers Squibb or Otsuka Pharmaceutical as a top-of-mind company in atypical
antipsychotics.
The overall branded atypical antipsychotics market is expected to grow
from $15.9 billion in 2007 to $17.8 billion in 2011 before declining to
$13.5 billion in 2012. These market dynamics are due to a balance of
generics, launches of new agents, and growth in new indications.
"The atypical antipsychotics market has undergone huge shifts in market
leadership that will continue over the forecast period (2007-2012)," said
Sandra Chow, analyst at Decision Resources. "Eli Lilly's Zyprexa had been
the U.S. sales leader for many years. However, in 2006, Janssen's Risperdal
overtook Zyprexa's position as the sales leader for the seven major
markets. Seroquel will become the seven-market sales leader in 2008.
Changes in market leadership will continue over the forecast period as four
of the five leading atypicals (Risperdal, Zyprexa, Seroquel and Pfizer's
Geodon) face generic competition."
About Brands & Strategies
Brands & Strategies is the first and only report series to bring
together all of the competitive information elements biopharmaceutical
companies need to make informed decisions about their products and best
next-steps. Each report includes the following:
-- Physician perceptions of companies & brand attributes
-- Physician preference for sources of information
-- Physician opinion of future strategies, messaging and upcoming events
-- Overview of competitive landscape
-- Pipeline analysis by company within a specific disease
-- SWOT analysis on each brand
-- Brand lifecycle strategy, including clinical trial competitive analysis
-- Trend analysis of brand-specific messaging
-- Brand-specific, event-driven, 5-year annualized market forecast
-- Country-specific, event-driven market share projections by company and
brand
-- Drug class and brand vs. generics sales by country
-- Pricing analysis with company-specific strategy
-- Reimbursement environment by region
-- Analysis of promotional spend for each product
-- Potential marketing strategies based on ongoing clinical trials
-- Prevalent and diagnosed population by country
About Decision Resources
Decision Resources, Inc., (http://www.DecisionResources.com) is a world leader
in healthcare market research publications, advisory services, and
consulting designed to help clients shape strategy, allocate resources, and
master their chosen markets.
All company, brand, or product names contained in this document may be
trademarks or registered trademarks of their respective holders.
For more information, contact:
Elizabeth Marshall
Decision Resources, Inc.
781-296-2563
emarshall@dresources.com
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