Report: Brand Erosion by Generics - 5 Cases Modeling the Impact on Rx Brands TOC

TABLE OF CONTENTS

I EXECUTIVE SUMMARY

A. Overview of Market Dynamics
B. Prozac and Generic Fluoxetine
C. Prilosec and Generic Omeprazole
D. Mevacor and Generic Lovastatin
E. Glucophage and Generic Metformin
F. Taxol and Generic Paclitaxel
G. Market Outlook for Generic Competition
H. References

II BRANDS VS. GENERICS: CURRENT MARKET DYNAMICS

A. Competition from Generics On the Rise
B. Pressure for Cost Savings
C. Role of Regulation
D. References

III PROZAC AND GENERIC FLUOXETINE

A. Pre-Generic Launch SSRI Market Dynamics: 1. Sales; 2. Prescriptions; 3. Pricing; 4. Brands' Line Extensions; 5. Generic Manufacturers
B. Post-Generic Launch SSRI Market Dynamics: 1. Sales; 2. Prescription; 3. Pricing; 4. Brands' Promotional Support; 5. Brands' Line Extensions and Portfolio Management; 6. Expanding Sales Force; 7. Investment in Online Detailing Efforts; 8. New Product Launches
C. SSRI Market Dynamics Overview: Quantitative Impact of Generics on Prozac and Other Brand SSRIs: 1. Total Prescriptions; 2. New Prescriptions; 3. Generic Substitution Rate; 4. Sales
D. References

IV PRILOSEC AND GENERIC OMEPRAZOLE

A. Pre-Generic Launch PPI Market Dynamics: 1. Sales; 2. Prescriptions; 3. Pricing; 4. Brands Promotional Support; 5. Brands' Line Extensions; 6. Generic Manufacturers
B. Post-Generic Launch PPI Market Dynamics: 1. Sales; 2. Prescriptions; 3. Pricing; 4. Line Extension and Portfolio Management
C. PPI Market Dynamics Overview: Quantitative Impact of Generics on Prilosec and Other Brand PPIs: 1. Total Prescriptions; 2. New Prescriptions; 3. Generic Substitution Rate; 4. Sales
D. References

V MEVACOR AND GENERIC LOVASTATIN

A. Pre-Generic Launch Statin Market Dynamics: 1. Sales; 2. Prescriptions; 3. Pricing; 4. Brands' Promotional Support; 5. Brands' Line Extensions; 6. Generic Manufacturers
B. Post-Generic Launch Statin Market Dynamics: 1. Sales; 2. Prescriptions; 3. Pricing; 4. Brands' Line Extensions, Additional Indications, and Portfolio Management; 5. Expanding Sales Force; 6. New Product Launches
C. Statin Market Dynamics Overview: Quantitative Impact of Generics on Mevacor and Other Brand Statins: 1. Total Prescriptions; 2. New Prescriptions; 3. Generic Substitution Rate; 4. Brand Sales
D. References

VI GLUCOPHAGE AND GENERIC METFORMIN

A. Pre-Generic Launch Biguanide Market Dynamics: 1. Sales; 2. Prescriptions; 3. Pricing; 4. Brands' Promotional Support; 5. Brands' Line Extensions; 6. Generic Manufacturers
B. Post-Generic Launch Biguanide Market Dynamics: 1. Sales; 2. Prescriptions; 3. Pricing; 4. Line Extensions; 5. Additional Dynamics
C. Biguanide Market Dynamics Overview: Quantitative Impact of Generics on Glucophage: 1. Total Prescriptions; 2. New Prescriptions; 3. Generic Substitution Rate; 4. Sales
D. References

VII TAXOL AND GENERIC PACLITAXEL

A. Pre-Generic Launch Taxane Market Dynamics: 1. Sales; 2. Brands' Line Extensions; 3. Pricing; 4. Generic Manufacturers
B. Post-Generic Launch Taxane Market Dynamics: 1. Sales; 2. Pricing
C. Taxane Market Dynamics Overview: Quantitative Impact of Generics on Taxol and Other Branded Taxanes
D. References

VIII MARKET OUTLOOK FOR GENERIC COMPETITION

A. Upcoming Patent Expirations: 1. Paxil (GlaxoSmithKline) and the SSRI Market; 2. Nolvadex (AstraZeneca) and the Chemotherapy Market
B. Biogenerics: A Looming Threat to Biotech Brands: 1. Intron A (Schering-Plough) and the Hepatits B and C Market; 2. Rebetol (Schering-Plough) and the Hepatitis C Market
C. References

PARTIAL LIST OF TABLES AND FIGURES

Generics' Share of U.S. Prescription Drug Market, 1984-2000
Average Retail Prescription Price, 1990-2000
Market Launch of Generic Versions of Major Brands
Brand Launches within the SSRI Market
AWP-Based Cost per Day for Leading Brand SSRIs, 2001
Brand Product Line Extensions and New Chemical Entities in the SSRI Market
AWP-Based Cost Per Day for Leading SSRIs, 2001-2002
SSRIs and Impact of Generic Prozac: Total Prescription Market
SSRIs and Impact of Generic Prozac: Total Branded vs Generic Prozac Prescriptions
SSRIs and Impact of Generic Prozac: New Prescriptions Market
SSRIs and Impact of Generic Prozac: New Branded vs Generic Prozac Prescriptions
SSRIs and Impact of Generic Prozac: Dispensed New Prescriptions and Substitution Rate
Brand Launches within the PPI Market
AWP-Based Cost per Day for Leading Brand PPIs, 2001
AWP-Based Cost Per Day for Leading PPIs, 2002
PPIs and Impact of Generic Prilosec: Total Prescription Market
PPIs and Impact of Generic Prilosec: Total Branded vs Generic Prilosec Prescriptions
PPIs and Impact of Generic Prilosec: New Prescriptions Market
PPIs and Impact of Generic Prilosec: New Branded vs Generic Prilosec Prescriptions
PPIs and Impact of Generic Prilosec: Dispensed New Prescriptions and Substitution Rate
Brand Launches within the Statin Market
AWP-Based Cost per Day for Leading Brand Statins, 2001
AWP-Based Cost Per Day for Leading Statins, 2001-2002
Statins and Impact of Generic Mevacor: Total Prescription Market
Statins and Impact of Generic Mevacor: Total Branded vs Generic Mevacor Prescriptions
Statins and Impact of Generic Mevacor: New Prescriptions Market
Statins and Impact of Generic Mevacor: New Branded vs Generic Mevacor Prescriptions
Statins and Impact of Generic Mevacor: Dispensed New Prescriptions and Substitution Rate
Brand Launches within the Biguanides Market
AWP-Based Cost per Day for Leading Brand Biguanides, 2001
AWP-Based Cost Per Day for Leading Biguanides, 2002
Biguanides and Impact of Generic Glucophage: Total Prescription Market
Biguanides and Impact of Generic Glucophage: Total Branded vs Generic Glucophage Prescriptions
Biguanides and Impact of Generic Glucophage: New Prescriptions Market
Biguanides and Impact of Generic Glucophage: New Branded vs Generic Glucophage Prescriptions
Biguanides and Impact of Generic Glucophage: Dispensed New Prescriptions and Substitution Rate
Launches of Branded Taxanes
AWP-Based Cost of Therapy per Cycle, 2001
Average Cost of Therapy per Cycle (AWP) in 2001 and 2002
Taxane Sales and Impact of Generic Taxol