Brands & Strategies: Non-Small-Cell Lung Cancer

In 2006, the NSCLC market, valued at over $3 billion in the US, Europe, and Japan, was led by the chemotherapeutic taxane, Sanofi-Aventis' Taxotere. Five existing drug classes, including the recently introduced targeted EGFR and VEGFR inhibitors, make for a competitive market; nonetheless, significant unmet clinical need exists and provides an attractive commercial opportunity for new NSCLC treatments that demonstrate superior efficacy and safety over currently available treatments. Five new targeted therapies - including BMS' Erbitux, Bayer Schering' s Nexavar, and Merck Serono' s novel immunotherapy - are set to enter the market before 2011. The launch of these drugs, as well as the increased uptake of Roche/Genentech' s Tarceva and Avastin, will shift the treatment landscape of NSCLC away from traditional chemotherapy and toward high-priced, innovative targeted agents. By the end of the forecast period, Avastin will dominate the NSCLC treatment market and its growth will help drive the market to reach $5.5 billion in 2011.

• Eli Lilly led the NSCLC market in 2006, with a market share of nearly 30%; followed closely by Roche/Genentech with 27% and Sanofi-Aventis with 24%; however, in 2011 Roche/Genentech will hold nearly 40% of the market and approximately 4 times more than its next nearest competitor. What strategies will Roche/Genentech follow to secure a dominant market position in NSCLC by the end of the forecast period?
• Three of the top four leading agents in NSCLC - Sanofi-Aventis' Taxotere and Eli Lilly' s Alimta and Gemzar - will face generic erosion before 2011. How will Sanofi-Aventis and Eli Lilly fare in the NSCLC market following the patent expiry of their leading brands?
• Oncologists now have the option of targeted NSCLC treatment with EGFR and VEGFR inhibitors, in addition to the traditional chemotherapeutic agents. How has the availability of these novel agents altered physicians' prescribing habits, and which competing brands will be most affected?
• Roche/Genentech' s Avastin is expected to become NSCLC' s first blockbuster and has the potential to radically change the NSCLC market dynamic. Which emerging drugs have the potential to compete with Avastin? How promising are other products under development in the major competitors' pipelines?
• NSCLC is part of the broad oncology field. How does NSCLC fit into the wider oncology market? What strategies are competitors in NSCLC pursuing to achieve success in oncology as a whole?

• Markets Covered: United States, France, Germany, Italy, Spain, United Kingdom, and Japan.
• Competitive Analysis: Detailed discussion of major competitors including Eli Lilly, Roche/Genentech, and Sanofi-Aventis; other competitors Bristol-Myers Squibb and AstraZeneca; and the emerging competitors Bayer Schering and Merck Serono. Included is an analysis of each company' s oncology product portfolio, strategic positioning, and development pipeline in oncology. The report features an in-depth discussion of leading brands including sales and market position, SWOT analysis, and strategy initiatives.
• Physician Perception of Key Brands: Analysis of physician perceptions of the NSCLC market based on a custom survey of 51 U.S.-based oncologists. The survey is brand-focused and examines physician perceptions of key competitors, brand attributes, messaging, and uptake of emerging agents.
• Epidemiology: Total incident and drug-treatable cases for each of the major markets are presented in an annualized forecast from 2006 to 2011.
• Market Forecast: Annualized sales forecasts for branded agents presented by region, drug class, molecule, and brand for 2006 to 2011, including generic erosion and the uptake of new agents.