Abstract
Overview
Introduction
Ambien has remained the clear leader in the insomnia market for over a decade,
with 2006 sales of over $2.3 billion across the seven major markets. The
success of Ambien is attributable to a favorable side-effect profile and
half-life. However, due to recent patent expiries in the US and Japan,
Ambien' s leadership status is finally under threat and the market is
undergoing some dramatic changes
Scope
- This report focuses on the leading prescription therapies used in
insomnia, with sales and volume country- and indication- specific forecasts to
2016
- Assessment of current and future opportunities and threats in the insomnia
market across the seven major pharmaceutical markets
- Future market events that are expected to affect drug revenues are
discussed and quantified for each of the seven major markets
- Discussion of lifecycle management and branding strategies, focusing on
Sanofi-Aventis, Sepracor and Takeda with insight from opinion leaders
Highlights
Sanofi-Aventis' s continuing market leader status is attributable to astute
portfolio management, beginning with the launch of a controlled release
formulation of Ambien, Ambien CR, which Datamonitor forecasts to attain seven
major market sales of $1.98 billion by 2016.
Strong branding supported by direct-to-consumer (DTC) advertising is an
essential element to successful penetration of the insomnia market. Of the
three insomnia products launched in 2005, Sepracor' s DTC advertising campaign
for Lunesta has been the most successful owing to the pervasive use of a
strong marketing symbol.
Although Takeda' s DTC advertising of Rozerem is distinctive, the strategy has
been criticized by interviewed opinion leaders for being unnecessarily
complex, a factor which hinders the target audience' s understanding of the
drug' s indication.
Reasons to Purchase
- Assess the impact of events such as patent expiries and new product
launches on the sales of key marketed insomnia products
- Quantify the future size of the insomnia market, in terms of volume and
value, in each of the seven major markets
- Identify lifecycle management and branding strategies that ensure long
term growth for key players and strong uptake for market entrants respectively
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