Commercial Insight: Hormonal Contraceptives - Look beyond oral contraception for a competitive edge

Table of Contents

EXECUTIVE SUMMARY

• Strategic scoping and focus
• Datamonitor insight into the hormonal contraceptives market
• Related reports
• Upcoming related reports

MARKET DEFINITION

• Introduction
• Market definition for this report

MARKET OVERVIEW

• Seven major markets
  • Current and future market overview
  • Opportunities and threats
• US
  • Current and future market assessment
  • Opportunities and threats
• Japan
  • Current and future market assessment
  • Opportunities and threats
• Five major EU markets (5EU)
  • Current and future market assessment
  • Opportunities and threats
• France
  • Current and future market assessment
• Germany
  • Current and future market assessment
• Italy
  • Current and future market assessment
• Spain
  • Current and future market assessment
• UK
  • Current and future market assessment
• Rest of the world snapshot
  • Current market assessment
  • Opportunities and threats

BRAND DYNAMICS

• Overview of competitive landscape
• Drivers of brand choice
• US formulary tier status for leading brands
• Trends in marketing strategies
  • Marketing strategy for leading brands
  • In the future companies will have to concentrate also on the secondary benefits of hormonal contraceptives
  • Promotional spend
  • Direct-to-consumer advertising
• Yasmin franchise (drospirenone + ethinylestradiol; Bayer-Schering)
  • Drug profile
  • Product positioning
  • SWOT analysis
  • Brand forecast to 2018
• NuvaRing (etonogestrel and ethinylestradiol, Schering-Plough)
  • Drug profile
  • Product positioning
  • SWOT analysis
  • Brand forecast to 2018
• Mirena (levonorgestrel; Bayer-Schering)
  • Drug profile
  • Product positioning
  • SWOT analysis
  • Brand forecast to 2018
• Ortho Evra (norelgestromin + ethinylestradiol; Johnson & Johnson)
  • Drug profile
  • Product positioning
  • SWOT analysis
  • Brand forecast to 2018
• Implanon (etonogestrel; Schering-Plough)
  • Drug profile
  • Product positioning
  • SWOT analysis
  • Brand forecast to 2018
• Plan B (levonorgestrel; Teva)
  • Drug profile
  • Product positioning
  • SWOT analysis
  • Brand forecast to 2018
• Other marketed hormonal contraceptive drugs
  • Ortho Tri-Cyclen Lo (norgestimate + ethinylestradiol; Johnson & Johnson)
  • Qlaira (estradiol valerate/dienogest; Bayer-Schering)
  • Emergency contraceptives - Levonelle (levonorgestrel; Bayer-Schering) and NorLevo (levonorgestrel; HRA Pharma)
• ellaOne/PGL4001/CDB-2914 (ulipristal; HRA Pharma)
  • Drug profile
  • Development overview
  • Product positioning
  • Drug forecast to 2018
• Nomac/E2 (nomegestrol acetate + natural estrogen, Schering-Plough)
  • Drug profile
  • Development overview
  • Product positioning
  • Drug forecast to 2018

KEY DEVELOPERS

• Trends in corporate strategy
  • A diverse portfolio remains key to success in the hormonal contraceptive market
  • Branded generics are common in the hormonal contraceptive market
• Recent strategic partnerships/deals
  • Large M&A deals could threaten genitourinary therapy area in the short term
• Bayer-Schering
  • Corporate strategy
  • Hormonal contraceptive portfolio assessment
• Schering-Plough
  • Corporate strategy
  • Hormonal contraceptive portfolio assessment

CASE STUDIES

• Case study - Yasmin brand franchise (drospirenone + ethinylestradiol; Bayer-Schering) success factors
  • New proposition
  • Lifecycle management
  • The importance of marketing in the hormonal contraceptive market
  • Patent expiry management strategies in the US

BIBLIOGRAPHY

• Journal papers
• Websites
• Datamonitor reports
• Conferences attended

APPENDIX A - MARKET ASSUMPTIONS

• Forecasting assumptions
• Data definitions, limitations and assumptions
  • Standard units
  • Country group definitions
  • Derivation of sales forecasts and pricing trends

APPENDIX B

• Contributing experts
• Conferences attended
• Report methodology

TABLES

• Table: Summary of hormonal contraceptive therapeutic classes by ATC code, 2009
• Table: Summary of the ICD-10 codes used to derive indication-specific sales for hormonal contraceptive brands
• Table: Hormonal contraceptive sales across the seven major markets, 2004 - 2018
• Table: Hormonal contraceptive sales ($m) across the seven major markets by ATC class, 2004 - 2018
• Table: Key marketed hormonal contraceptive brand sales ($m) across the seven major markets, 2004 - 2018
• Table: Hormonal contraceptives sales forecasts in the seven major markets ($m), 2008 - 2018
• Table: Key events impacting the hormonal contraceptive market by region, 2009 - 2018
• Table: Summary of opportunities and threats in the hormonal contraceptive market across the seven major markets, 2009 - 2018
• Table: Sales ($m) of hormonal contraceptives across the seven major markets by delivery method, 2004 - 08
• Table: Male hormonal contraceptive clinical pipeline, 2009
• Table: Hormonal contraceptive sales ($m) by ATC class in the US, 2004 - 2018
• Table: Hormonal contraceptives sales forecasts in the US ($m), 2008 - 2018
• Table: Summary of opportunities and threats in the hormonal contraceptive market in the US, 2009 - 2018
• Table: Price ($) of leading hormonal contraceptive brands per treatment cycle, 2008
• Table: Hormonal contraceptive sales ($m) by ATC class in Japan, 2004 - 2018
• Table: Hormonal contraceptives sales forecasts in Japan($m), 2008 - 2018
• Table: Summary of opportunities and threats in the hormonal contraceptive market in Japan, 2009 - 2018
• Table: Hormonal contraceptive sales ($m) in the five major EU markets, 2004 - 2018
• Table: Hormonal contraceptive sales ($m) by ATC class in the five major EU markets, 2004 - 2018
• Table: Hormonal contraceptive sales forecasts in the five major EU markets ($m), 2008 - 2018
• Table: Summary of opportunities and threats for hormonal contraceptives in the five major EU markets, 2009
• Table: Hormonal contraceptive sales ($m) by ATC class in France, 2004 - 2018
• Table: Hormonal contraceptives sales forecasts in France ($m), 2008 - 2018
• Table: Hormonal contraceptive sales ($m) by ATC class in Germany, 2004 - 2018
• Table: Hormonal contraceptives sales forecasts in Germany ($m), 2008 - 2018
• Table: Hormonal contraceptive sales ($m) by ATC class in Italy, 2004 - 2018
• Table: Hormonal contraceptives sales forecasts in Italy ($m), 2008 - 2018
• Table: Hormonal contraceptive sales ($m) by ATC class in Spain, 2004 - 2018
• Table: Hormonal contraceptives sales forecasts in Spain ($m), 2008 - 2018
• Table: Hormonal contraceptive sales ($m) by ATC class in the UK, 2004 - 2018
• Table: Hormonal contraceptives sales forecasts in the UK ($m), 2008 - 2018
• Table: Global sales ($m) dynamics of the hormonal contraceptive market, 2004 - 08
• Table: Global hormonal contraceptive market sales ($m) split by region, 2004 - 08
• Table: Rest of the world sales ($m) of hormonal contraceptive sales by ATC class, 2008
• Table: Comparison of leading hormonal contraceptive branded drug sales ($m) in the seven major markets and the Rest of the world, 2004 - 08
• Table: Summary of opportunities and threats in the hormonal contraceptive market across the rest of the world, 2009 - 2018
• Table: Leading branded drug sales for hormonal contraceptives in the seven major markets ($m), 2008 - 2018
• Table: Key products in late-stage R &D pipeline for hormonal contraceptives, 2009
• Table: Representative formulary tier status in the US for leading hormonal contraceptive brands, 2009
• Table: Marketing strategies employed by the companies behind the key hormonal contraceptive market brands, 2008
• Table: Yasmin (drospirenone + ethinylestradiol; Bayer-Schering) - Drug profile, 2009
• Table: Yaz (drospirenone + ethinylestradiol; Bayer-Schering - Drug profile, 2009
• Table: Impacting factors on the revenues of Yasmin brand franchise* (drospirenone + ethinylestradiol; Bayer-Schering) , 2009 - 2018
• Table: NuvaRing (etonogestrel and ethinylestradiol, Schering-Plough) - Drug profile, 2009
• Table: Impacting factors on the revenues of NuvaRing (etonogestrel and ethinylestradiol, Schering-Plough) , 2009 - 2018
• Table: Mirena (levonorgestrel; Bayer-Schering) - Drug profile, 2009
• Table: Impacting factors on the revenues of Mirena (levonorgestrel; Bayer-Schering) , 2009 - 2018
• Table: Ortho Evra (norelgestromin + ethinylestradiol; Johnson & Johnson) - Drug profile, 2009
• Table: Impacting factors on the revenues of Ortho Evra (norelgestromin + ethinylestradiol; Johnson & Johnson) , 2009 - 2018
• Table: Implanon (etonogestrel; Schering-Plough) - Drug profile, 2009
• Table: Plan B (levonorgestrel; Teva) - Drug profile, 2009
• Table: Impacting factors on the revenues of Plan B (levonorgestrel; Teva) , 2009 - 2018
• Table: Summary of other marketed hormonal contraceptive drugs in the seven major markets, 2008 - 2018
• Table: ellaOne - Drug profile, 2009
• Table: Clinical trial summary for ulipristal, 2009
• Table: Impacting factors on the revenues of ellaOne (ulipristal; HRA Pharma) , 2009 - 2018
• Table: Nomac/E2 - Drug profile, 2009
• Table: Clinical trial summary for Nomac/E2, 2009
• Table: Impacting factors on the revenues Nomac/E2 (nomegestrol acetate + natural estrogen, Schering-Plough) , 2009 - 2018
• Table: Key strategic deals and events in the hormonal contraceptive market, 2009
• Table: Key mergers and acquisitions in the hormonal contraceptive market, 2009
• Table: Bayer-Schering hormonal contraceptive marketed portfolio across the seven major markets, 2009
• Table: Bayer-Schering hormonal contraceptive lifecycle management product pipeline, 2009
• Table: Schering-Plough hormonal contraceptive marketed portfolio across the seven major markets, 2009
• Table: Schering-Plough hormonal contraceptive product pipeline, 2009
• Table: Key leading hormonal contraceptive brands indications, 2009
• Table: Patent expiries and generic incursions in the hormonal contraceptive marketing the US and Japan, 2009 - 2018
• Table: Patent expiries and generic incursions in the hormonal contraceptive marketing the five major EU countries, 2009 - 2018
• Table: New product launches in the hormonal contraceptive market, 2009 - 2018
• Table: Indications extensions in the hormonal contraceptive market, 2009 - 2018

FIGURES

• Figure: Indexed change in seven major market hormonal contraceptive sales value by region, 2004 - 08
• Figure: Seven major market hormonal contraceptive sales ($m) dynamics, 2004 - 08
• Figure: Indexed change in seven major market hormonal contraceptive sales volume (IMS standard units sold) by region, 2004 - 08
• Figure: Hormonal contraceptive market forecast across the seven major markets, 2008 - 2018
• Figure: Seven major market hormonal contraceptive sales ($m) dynamics, 2008 - 2018
• Figure: Hormonal contraceptives ATC class sales ($m) across the seven major markets, 2004 - 08
• Figure: Hormonal contraceptives ATC class sales ($m) across the seven major markets, 2008 - 2018
• Figure: Hormonal contraceptive use by indication across the seven major markets, 2008
• Figure: Hormonal contraceptive market across the seven major markets by delivery method, 2004 - 08
• Figure: Historical seven major market hormonal and emergency hormonal contraceptive market sales ($m) dynamics, 2004 - 08
• Figure: Forecast seven major market hormonal and emergency hormonal contraceptive market sales ($m) dynamics, 2008 - 2018
• Figure: Indexed US hormonal contraceptives sales by ATC class, 2004 - 08
• Figure: Hormonal contraceptive market forecast ($m) by ATC class in the US, 2008 - 2018
• Figure: US state mandates for contraceptive coverage, 2008
• Figure: Yasmin (drospirenone + ethinylestradiol, Bayer-Schering) generic erosion in the US, Q1 - Q4 2008
• Figure: Indexed Japan hormonal contraceptives sales by ATC class, 2004 - 08
• Figure: Hormonal contraceptive market forecast ($m) by ATC class in Japan, 2008 - 2018
• Figure: Performance of hormonal contraceptive brands in Japan, 2004-08
• Figure: Contraceptive methods among Japanese women in Japan, 1950 - 2004
• Figure: Five major EU market hormonal contraceptive sales ($m) dynamics, 2004 - 08
• Figure: Five major EU market hormonal contraceptive forecast sales ($m) dynamics, 2008 - 2018
• Figure: Indexed five major EU market hormonal contraceptive sales by ATC class, 2004 - 08
• Figure: Hormonal contraceptive market forecast ($m) by ATC class in the five major EU markets, 2008 - 2018
• Figure: Indexed sales of Depo-Provera (medroxyprogesterone, Pfizer), Mirena (levonorgestrel, Bayer-Schering) and Implanon (etonogestrel, Schering-Plough) in the UK, 2004 - 08
• Figure: Hormonal contraceptive delivery methods in the UK, 2004 - 08
• Figure: Indexed hormonal contraceptives sales by ATC class in France, 2004 - 08
• Figure: Hormonal contraceptive market forecast ($m) by ATC class in France, 2008 - 2018
• Figure: Indexed hormonal contraceptives sales by ATC class in Germany, 2004 - 08
• Figure: Hormonal contraceptive market forecast ($m) by ATC class in Germany, 2008 - 2018
• Figure: Indexed hormonal contraceptives sales by ATC class in Italy, 2004 - 08
• Figure: Hormonal contraceptive market forecast ($m) by ATC class in Italy, 2008 - 2018
• Figure: Indexed hormonal contraceptives sales by ATC class in Spain, 2004 - 08
• Figure: Hormonal contraceptive market forecast ($m) by ATC class in Spain, 2008 - 2018
• Figure: Indexed hormonal contraceptives sales by ATC class in the UK, 2004 - 08
• Figure: Hormonal contraceptive market forecast ($m) by ATC class in the UK, 2008 - 2018
• Figure: Global hormonal contraceptive market sales value by region, 2004 - 08
• Figure: Global hormonal contraceptive market sales ($m) dynamics, 2004 - 08
• Figure: Global hormonal contraceptive market volume (IMS standard units sold) and value ($) sales, 2008
• Figure: Indexed rest of the world hormonal contraceptive market sales value, 2004 - 08
• Figure: Rest of the world hormonal contraceptives regional market dynamics, 2004 - 08
• Figure: Rest of the world hormonal contraceptive market by ATC class, 2004 - 08
• Figure: Indexed sales of leading hormonal contraceptive brands across rest of the world, 2004 - 08
• Figure: Sales dynamics of hormonal contraceptives by delivery method in the rest of world, 2004 - 08
• Figure: Driver of brand choice in hormonal contraceptive use, 2009
• Figure: Estimated US and five major EU market promotional spend for the key hormonal contraceptive brands, 2008
• Figure: Yasmin (drospirenone + ethinylestradiol; Bayer-Schering) use by indication across the US and five major EU markets, 2008
• Figure: Yasmin brand franchise (drospirenone + ethinylestradiol; Bayer-Schering) indexed sales performance in the seven major markets, 2004 - 08
• Figure: Yasmin brand franchise (drospirenone + ethinylestradiol; Bayer-Schering) SWOT analysis, 2009
• Figure: Forecast sales of the Yasmin (drospirenone + ethinylestradiol; Bayer-Schering), Yaz and Yasminelle brand franchise across the seven major markets, 2008 - 2018
• Figure: Forecast sales of the Yasmin brand franchise (drospirenone + ethinylestradiol; Bayer-Schering) in the seven major markets split by country, 2008 - 2018
• Figure: NuvaRing (etonogestrel and ethinylestradiol, Schering-Plough) use by indication across the US and five major EU markets, 2008
• Figure: NuvaRing (etonogestrel and ethinylestradiol, Schering-Plough) indexed sales performance in the seven major markets, 2004 - 08
• Figure: NuvaRing (etonogestrel and ethinylestradiol, Schering-Plough) SWOT analysis, 2009
• Figure: Forecast sales of the NuvaRing (etonogestrel and ethinylestradiol, Schering-Plough) across the seven major markets, 2008 - 2018
• Figure: Mirena (levonorgestrel; Bayer-Schering) use by indication across the US and five major EU markets, 2008
• Figure: Mirena (levonorgestrel; Bayer-Schering) indexed sales performance in the seven major markets, 2004 - 08
• Figure: Mirena (levonorgestrel; Bayer-Schering) - SWOT analysis, 2009
• Figure: Forecast sales of the Mirena (levonorgestrel; Bayer-Schering) , across the seven major markets, 2008 - 2018
• Figure: Ortho Evra (norelgestromin + ethinylestradiol; Johnson & Johnson) use by indication across the US and five major EU markets, 2008
• Figure: Ortho Evra (norelgestromin + ethinylestradiol; Johnson & Johnson) indexed sales performance in the seven major markets, 2004 - 08
• Figure: Ortho Evra (norelgestromin + ethinylestradiol; Johnson & Johnson) SWOT analysis, 2009
• Figure: Forecast sales of the Ortho Evra (norelgestromin + ethinylestradiol; Johnson & Johnson), across the seven major markets, 2008 - 2018
• Figure: Implanon (etonogestrel; Schering-Plough) use by indication across the US and five major EU markets, 2008
• Figure: Implanon (etonogestrel; Schering-Plough) indexed sales performance in the seven major markets, 2004 - 08
• Figure: Implanon (etonogestrel; Schering-Plough) SWOT analysis, 2009
• Figure: Forecast sales of the Implanon (etonogestrel; Schering-Plough), across the seven major markets, 2008 - 2018
• Figure: Plan B (levonorgestrel; Teva) indexed sales performance in the seven major markets, 2004 - 08
• Figure: Plan B (levonorgestrel; Teva) SWOT analysis, 2009
• Figure: Forecast sales of the Plan B (levonorgestrel; Teva) across the seven major markets, 2008 - 2018
• Figure: Forecast sales ($m) of other hormonal contraceptive drugs, 2008 - 2018
• Figure: Ortho Tri-Cyclen Lo (norgestimate + ethinylestradiol) use by indication across the US and five major EU markets, 2008
• Figure: Forecast sales of ellaOne (ulipristal; HRA Pharma), across the seven major markets, 2010 - 18
• Figure: Forecast sales of Nomac/E2 (nomegestrol acetate + natural estrogen, Schering-Plough) across the seven major markets, 2010 - 18
• Figure: Schering-Plough and Merck & Co global revenue by therapy area, 2001 - 2014
• Figure: Yasmin brand franchise performance in the seven major markets, 2004 - 08
• Figure: Examples of Bayer-Schering advertising campaigns, 2009
• Figure: Leading brands' promotional spend ($000s) in the hormonal contraceptive market in the seven major markets, 2008