Abstract
Introduction:
The type 2 diabetes branded drug market was worth $7.7 billion in 2007 and is
set to undergo robust annualized growth of 5.7% over 2007-2012, reaching sales
of $10.1 billion in 2012. Despite this growth, key changes in the structure of
the market will occur. Sales of the once-leading PPAR-gamma agonists, Takeda' s
Actos and GlaxoSmithKline' s Avandia, will decline sharply as the agents
experience generic erosion. However, uptake of the DPP-IV inhibitor, Merck' s
Januvia, and GLP-1 analogue, Amylin/Eli Lilly' s Byetta, will fuel the
continuing growth in the market.
In this report, we cover branded agents for type 2 diabetes and exclude
insulin therapy from our study.
Questions Answered in This Report:
- Despite its relatively recent launch in 2006, Januvia garnered impressive
sales of $550.6 million in the major markets under study in 2007 and is set to
reach blockbuster status over our forecast period. What strategies has Merck
employed that have been integral to Januvia' s impressive sales? What
perceptions do physicians and patients have about Merck?
- Takeda will lose its status as the leading company in the type 2 diabetes
branded market; the company generated sales of $3.7 billion in 2007 but will
fall to second place among branded type 2 diabetes companies in the markets
under study with sales of $2.7 billion in 2012. What strategies will Takeda
implement to mitigate the loss in sales following the genericization of Actos?
Which company will surpass Takeda as the leading company in the type 2
diabetes branded market?
- In 2008, Amylin/Eli Lilly' s Byetta has been plagued by safety concerns,
including cases of potentially fatal acute pancreatitis. How have the reports
of acute pancreatitis affected physician and patient perception of Byetta, and
how do physicians and patients perceive Amylin and Eli Lilly in the branded
type 2 diabetes market?
- Companies use a range of strategies to position their names and brands in
the type 2 diabetes market, including pharmaceutical representative detailing,
providing samples to physicians, patient support programs, conference
presentation of clinical trial data, and brand messaging. Which of these
strategies have the greatest impact on physician and patient perception? Which
companies are perceived most positively among physicians for each of these
strategies?
Scope:
Markets covered: United States, France, Germany, Italy, Spain, United Kingdom,
and Japan.
Companies covered: Alkermes, Eli Lilly, AstraZeneca, Bayer, Bristol-Myers
Squibb, Boehringer Ingelheim, Daiichi Sankyo, Dr. Reddy' s Laboratories,
GlaxoSmithKline, Isis Pharmaceuticals, Merck, Novartis, Novo Nordisk,
Ortho-McNeil (Johnson & Johnson), Pfizer, Sanofi-Aventis, and Takeda.
Brands and emerging agents covered: Actoplus Met, Actos, Avandamet, Avandaryl,
Avandia, Byetta, Duetact, Galvus, Glyset, Janumet, Januvia, Prandin, Precose,
Starlix, Symlin, Byetta LAR, and Victoza.
The report features analysis of each company' s type 2 diabetes product
portfolio, strategic positioning, and development pipeline. The report also
provides in-depth discussion of leading brands, sales and market position,
pricing and reimbursement, strengths/weakness/opportunities/threats (SWOT)
analysis, ongoing postmarketing clinical trials, and strategic initiatives.
Physician perception of key brands: Analysis of physician perceptions of the
type 2 diabetes drug market based on a custom survey of 71 U.S.-based primary
care physicians (PCPs) and 31 U.S.-based endocrinologists. The survey is
brand-focused and examines physician perceptions of key competitors, brand
attributes and messaging, and unmet needs.
Patient perception of key brands: Analysis of patient perceptions of type 2
diabetes drug therapy based on a custom survey of 252 U.S.-based patients. The
survey examines patients' perceptions of brand attributes, messaging, and
unmet needs.
Epidemiology: Total prevalent and diagnosed cases for type 2 diabetes in each
of the major markets are presented for 2007 and 2012. Total drug-treated cases
for type 2 diabetes in each of the major markets are presented in an
annualized forecast from 2007 to 2012.
Market forecast: Annualized sales forecasts for branded agents, including the
uptake of new agents, presented by region, company, and brand from 2007 to
2012.
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