Gaining Competitive Advantage in Pharmaceutical Markets

Overview

Introduction

Scope Report

Highlights

Reasons to Purchase

DRIVERS AND TRENDS

• There are increasing levels of head-to-head competition in the pharmaceutical industry
• Companies must strive to optimize their competitive strategy capabilities
• Success stories such as Serono' s head-to-head comparison of Rebif to Avonex demonstrates the high levels of reward involved

Case Study 1 – Dyslipidemia: Crestor versus Lipitor versus Zocor

What is Crestor' s position in the US and Europe? Is it likely to be much weaker in Japan due to fierce competition from its third generation rival itavastatin? Datamonitor' s case study will provide the answers.

Case Study 2 – Arthritis: Bextra and Celebrex versus Arcoxia and Vioxx

Find out whether or not Datamonitor believes that in light of the delays with Arcoxia in the US, Pfizer/Pharmacia are likely to pull ahead of Merck in this market.

Case Study 3 – Multiple Sclerosis: Avonex versus Rebif

Will Rebif take substantial market share from Avonex particularly in the US? Find out Datamonitor' s insight on the Multiple Sclerosis market.

Case Study 4 – Oncology: Iressa versus Tarceva versus Erbitux

Will Iressa dominate the NSCLC market and significantly impair sales growth of Erbitux and Tarceva from 2003 and 2004?

ACTION POINTS

• As physician detailing and direct-to-consumer advertising increase, companies are increasingly incentivized to conduct head-to-head clinical trials in order to provide physicians and patients with comparative clinical information on efficacy and side-effects.
• Companies need to develop strong competencies to effectively plan and execute competitive strategies while at the same time effectively managing risk

APPENDIX

• No appendix

DATASETS

Figure 1 NDA' s approved by type, 1995-2000 versus 1989-1994

Figure 2 Phase III clinical trial results, Crestor versus Lipitor

Figure 3 Phase III clinical results, Crestor versus Zocor versus Pravachol

Figure 4 Relative US retail prices of commodity prescribed statins at their most prescribed doses

Figure 5 Forecast Lipitor, Zocor and Crestor sales, 2002-2005 ($m)

Figure 6 Historical global sales of Vioxx versus Celebrex Q1, 2001-Q1, 2002 ($m)

Figure 7 Forecast representation in the Cox-II market by indication, 2004

Figure 8 Celebrex, Bextra, Vioxx and Arcoxia forecasts, 2002-2005 ($m)

Figure 9 Rebif' s quarterly sales performance, 1999-2001

Figure 10 Quarterly non-US sales of Avonex, Betaferon, Copaxone and Rebif, 2000-01

Figure 11 Sales forecasts for Avonex and Rebif, 2002-2005 ($m)

Figure 12 Sales Forecasts – Iressa, Erbitux and Tarceva,2002-2005, ($m)

Table 1 Expected Crestor penetration by patient population

Table 2 Phase II dose ranging study with rosuvastatin: percentage change from baseline and comparison to atorvastatin

Table 3 Crestor' s competitive profile versus current market leaders and itavastatin

Table 4 Forecast Lipitor, Zocor, and Crestor sales, 2002-2005 ($m)

Table 5 Indications sought or received by Celebrex, Bextra, Vioxx and Arcoxia

Table 6 Celebrex, Bextra, Vioxx and Arcoxia forecasts, 2002-2005 ($m)

Table 7 Leading marketed MS treatments – key facts

Table 8 Clinical and MRI end points for EVIDENCE study

Table 9 Sales forecasts for Avonex and Rebif, 2002-2005 ($m)

Table 10 Leading indication under development – Iressa, Tarceva, Erbitux

Table 11 Comparison of phase II results in NSCLC