Brands & Strategies: HIV

Table of Contents

Table of Exhibits

Executive Summary

Section 1: Disease Dynamics

• Disease Background
• Patient Populations
• HIV Prevalence and Diagnosis
• Prescribers
• HIV Treatment Dynamics
  • Drug Class Competitive Analysis
  • Emerging Agents
• Reimbursement Issues

Section 2: Competitive Analysis

• Overview of Competitive Landscape
• Physician Perception of HIV Market Competitors
• Physician Perception of Key Brands in HIV
• Promotional Spending
• Messaging

GlaxoSmithKline

• HIV Product Portfolio
• Goals and Vision in HIV
• Current Positioning
• Market Strategy
• Analysis and Future Positioning
• Combivir
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Trizivir
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Epzicom
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Lexiva
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Other Marketed HIV Products
  • Epivir
  • Ziagen
  • Retrovir
  • Agenerase
• HIV Pipeline
  • GSK-364735

Gilead

• HIV Product Portfolio
• Goals and Vision in HIV
• Current Positioning
• Market Strategy
• Analysis and Future Positioning
• Truvada
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Atripla
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Viread
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Other Marketed HIV Products
  • Emtriva
• HIV Pipeline
  • Elvitegravir

Bristol-Myers Squibb

• HIV Product Portfolio
• Goals and Vision in HIV
• Current Positioning
• Market Strategy
• Analysis and Future Positioning
• Reyataz
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Sustiva
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Other Marketed HIV Products
  • Zerit
  • Videx

Abbott

• HIV Product Portfolio
• Goals and Vision in HIV
• Current Positioning
• Market Strategy
• Analysis and Future Positioning
• Kaletra
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Other HIV Products
  • Norvir

Roche

• HIV Franchise Overview
  • Current Position and Future Outlook
• Fuzeon
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Other Marketed HIV Products
  • Invirase
  • Viracept
  • Hivid

Boehringer Ingelheim

• HIV Franchise Overview
  • Current Position and Future Outlook
• Marketed HIV Products
  • Viramune
  • Aptivus

Pfizer

• HIV Franchise Overview
  • Current Positioning and Future Outlook
• Marketed HIV Products
  • Viracept
  • Rescriptor
• Emerging HIV Products
  • Selzentry

Merck

• HIV Franchise Overview
  • Current Positioning and Future Outlook
• Marketed HIV Products
  • Crixivan
  • Stocrin
• Emerging HIV Products
  • Isentress

Section 3: Emerging Competitors

Tibotec (Johnson & Johnson)

• HIV Product Portfolio
• Goals and Vision in HIV
• Current Positioning
• Market Strategy
• Analysis and Future Positioning
• Prezista
  • History
  • Current Positioning
  • Competitive Analysis
  • Key Brand Strategies
  • Analysis and Future Positioning
• Emerging HIV Products
  • Etravirine (TMC125)
  • Rilpivirine (TMC278)

Other Emerging Competitors

• Achillion
  • Elvucitabine
• Avexa
  • Apricitabine (AVX-754)
• Pharmasset
  • Racivir
• Schering-Plough
  • Vicriviroc

Section 4: Market Forecast

• Market Overview
  • Drug Sales by Region
  • Drug Sales by Class
• Market Forecast
  • NRTI Market
  • PI Market
  • NNRTI Market
  • EI Market
  • Integrase Inhibitor Market

Section 5: Appendix

• Acronyms and Abbreviations
• Methodology
  • Epidemiological Forecast Methodology
  • Market Forecast Methodology
  • Competitive Analysis Methodology
  • Survey Methodology

Table of Exhibits

Executive Summary

• Exhibit 1: Key Parameters of the HIV Market, 2006 and 2011
• Exhibit 2: HIV Treatment Market ($US), Major Markets, 2006-2011
• Exhibit 3: HIV Market Competitive Landscape, 2006 and 2011
• Exhibit 4: Leading Brands in the HIV Market, 2006 and 2011
• Exhibit 5: Physician Ranked "Best" Competitors in the HIV Market

Section 1: Disease Dynamics

• Exhibit 6: HIV Life Cycle
• Exhibit 7: Prevalent and Diagnosed HIV Cases, Major Markets
• Exhibit 8: Prevalent and Diagnosed HIV Cases, US
• Exhibit 9: Prevalent and Diagnosed HIV Cases, Europe
• Exhibit 10: Prevalent and Diagnosed HIV Cases, Europe, Continued
• Exhibit 11: Prevalent and Diagnosed HIV Cases, Japan
• Exhibit 12: Physician Perception of Unmet Need in HIV
• Exhibit 13: Importance of Premarketing Activities on Physician Willingness to Prescribe a New HIV Antiretroviral
• Exhibit 14: Physician Ranking of HIV Clinical Trial Endpoints
• Exhibit 15: Impact of Information Sources in HIV
• Exhibit 16: Physician Perception of Patient Information Channels
• Exhibit 17: HIV Diagnosis and Treatment Algorithm
• Exhibit 18: US DHHS Recommended ARV Regimens for the Initiation of HIV Therapy, as of October 2006
• Exhibit 19: Definition and Key Characteristics of HIV Treatment Groups
• Exhibit 20: Approved HIV Antiretrovirals as of August 2007, by Drug Class
• Exhibit 21: Emerging HIV Antiretrovirals, by Drug Class
• Exhibit 22: Impact of Emerging Agents from Existing and Novel Antiretroviral Drug Classes
• Exhibit 23: Impact of Emerging Agents on HIV Treatment

Section 2: Competitive Analysis

• Exhibit 24: Strategies for Succes in the HIV Market
• Exhibit 25: Strategies for Success in the HIV Market, Continued
• Exhibit 26: HIV Market ($US), by Company, 2006-2011
• Exhibit 27: HIV Market Competitive Position, by Company, 2006 and 2011
• Exhibit 28: Top-of-Mind Companies in the HIV Market
• Exhibit 29: Importance of Various Factors to Physician Perception of HIV Competitors
• Exhibit 30: Physician Perception of the Five Most Influential Companies in the HIV Market
• Exhibit 31: Physician Ranked "Best" Companies in the HIV Market
• Exhibit 32: Top-of-Mind Brands in HIV Treatment
• Exhibit 33: Physician Preferred NNRTIs and PIs
• Exhibit 34: Physician Preferred NRTIs
• Exhibit 35: Promotional Spending in HIV, by Company, as a Percent of Total, 2006
• Exhibit 36: Share of Voice in Direct-to-Consumer Advertising, US, 2004-2006
• Exhibit 37: Promotional Spending for HIV Therapies, by Brand, 2006
• Exhibit 38: Volume of Promotional Material Received by Physicians, by Brand
• Exhibit 39: Frequency of Patient Requests for Antiretrovirals, by Brand
• Exhibit 40: Physician Response to Marketing Messages for a Hypothetical HIV Brand
• Exhibit 41: Physician Perception of Key Brand Messages
• Exhibit 42: Summary of GSK' s HIV Product Portfolio
• Exhibit 43: Physician Perception of GSK in the HIV Market
• Exhibit 44: GSK' s HIV Franchise Revenue, by Brand, Major Markets, 2006-2010
• Exhibit 45: Timeline of Key Events in Combivir' s Development
• Exhibit 46: Physician Perception of Combivir
• Exhibit 47: Combivir Market ($US), 2006-2011
• Exhibit 48: Combivir Market ($US), by Country, 2006-2011
• Exhibit 49: Price to Treat per day ($US), Combivir, by Country, 2006
• Exhibit 50: Timeline of Key Events in Trizivir' s Development
• Exhibit 51: Select Historic Clinical Trials with Trizivir
• Exhibit 52: Ongoing Clinical Trials with Trizivir
• Exhibit 53: Trizivir Market ($US), 2006-2011
• Exhibit 54: Trizivir Market ($US), by Country, 2006-2011
• Exhibit 55: Price to Treat per Day ($US), Trizivir, by Country, 2006
• Exhibit 56: Timeline of Key Events in Epzicom' s Development
• Exhibit 57: Physician Perception of Epzicom
• Exhibit 58: Selected Historical Clinical Trials with Epzicom
• Exhibit 59: Ongoing Clinical Trials with Epzicom
• Exhibit 60: Epzicom market ($US), 2006-2011
• Exhibit 61: Epzicom market ($US), by Country, 2006-2011
• Exhibit 62: Price to Treat per Day ($US), Epzicom, by Country, 2006
• Exhibit 63: Timeline of Key Events in Lexiva' s Development
• Exhibit 64: Physician Perception of Lexiva
• Exhibit 65: Select Historic Clinical Trials with Lexiva
• Exhibit 66: Select Historic Clinical Trials with Lexiva, continued
• Exhibit 67: Ongoing Clinical Trials with Lexiva
• Exhibit 68: Lexiva Market $US), 2006-2011
• Exhibit 69: Lexiva Market ($US), by Country, 2006-2011
• Exhibit 70: Price to Treat per Day ($US), Lexiva, 2006
• Exhibit 71: Epivir Market ($US), by Country, 2006-2011
• Exhibit 72: Price to Treat per Day ($US), Epivir, 2006
• Exhibit 73: Ziagen Market ($US), by Country, 2006-2011
• Exhibit 74: Price to Treat per Day ($US), Ziagen, 2006
• Exhibit 75: Retrovir Market ($US), by Country, 2006-2011
• Exhibit 76: Price to Treat per Day ($US), Retrovir, 2006
• Exhibit 77: Agenerase Market ($US), by Country, 2006-2011
• Exhibit 78: Price to Treat per Day ($US), Agenerase, by Country, 2006
• Exhibit 79: Summary of Gilead' s HIV Product Portfolio
• Exhibit 80: Physician Perception of Gilead in the HIV Market
• Exhibit 81: Gilead' s HIV Franchise Revenue ($US), by Brand, Major Markets, 2006-2011
• Exhibit 82: Timeline of Key Events in Truvada' s Development
• Exhibit 83: Physician Perception of Truvada.
• Exhibit 84: Physician Awareness and Response to the Gilead ' 934 Trial
• Exhibit 85: Key Drivers of Choice for Switching Patients from Combivir to Truvada
• Exhibit 86: Selected Historic Clinical Trials of Truvada
• Exhibit 87: Ongoing Clinical Trials with Truvada
• Exhibit 88: Truvada Market ($US), 2006-2011
• Exhibit 89: Truvada Market ($US), by Country, 2006-2011
• Exhibit 90: Price to Treat per Day ($US), Truvada, by Country, 2006
• Exhibit 91: Total Truvada Sales (Truvada plus Atripla [$US]), 2006-2011
• Exhibit 92: Anticipated Sources of Atripla Switches
• Exhibit 93: Physician Willingness to Switch Patients from Sustiva plus Combivir to Atripla
• Exhibit 94: Physician Willingness to Switch Patients from Trizivir Monotherapy to Atripla
• Exhibit 95: Ongoing Clinical Trials with Atripla
• Exhibit 96: Atripla Market ($US), 2006-2011
• Exhibit 97: Atripla Market ($US), by Country, 2006-2011
• Exhibit 98: Price to Treat per Day ($US), Atripla, by Country, 2006
• Exhibit 99: Gilead Atripla Revenue ($US), by Country, 2006-2011
• Exhibit 100: Timeline of Key Events in Viread' s Development
• Exhibit 101: Select Historic Clinical Trials of Viread
• Exhibit 102: Viread Market ($US), 2006-2011
• Exhibit 103: Viread Market ($US), by Country, 2006-2011
• Exhibit 104: Price to Treat per Day ($US), Viread, by Country, 2006
• Exhibit 105: Emtriva Market ($US), by Country, 2006-2011
• Exhibit 106: Price to Treat per Day ($US), Emtriva, by Country, 2006
• Exhibit 107: Elvitegravir Market ($US), by Country, 2006-2011
• Exhibit 108: Price to Treat per Day ($US), elvitegravir, by Country, 2006
• Exhibit 109: Summary of BMS' s HIV Product Portfolio
• Exhibit 110: Physician Perception of BMS in the HIV Market
• Exhibit 111: BMS' HIV Franchise Revenue, by Brand, Major Markets, 2006-2010
• Exhibit 112: Timeline of Key Events in Reyataz' Development
• Exhibit 113: Physician Perception of Reyataz
• Exhibit 114: Select Historic Clinical Trials of Reyataz
• Exhibit 115: Ongoing Clinical Trials with Reyataz
• Exhibit 116: Reyataz Market ($US), 2006-2011
• Exhibit 117: Reyataz Market ($US), by Country, 2006-2011
• Exhibit 118: Price to Treat per Day ($US), Reyataz, by Country, 2006
• Exhibit 119: Timeline of Key Events in Sustiva' s Development
• Exhibit 120: Physician Perception of Sustiva
• Exhibit 121: Expected Switching of Patients from Sustiva plus Truvada to Atripla
• Exhibit 122: Select Historic Clinical Trials of Sustiva
• Exhibit 123: Ongoing Clinical Trials with Sustiva
• Exhibit 124: Sustiva Market ($US), 2006-2011
• Exhibit 125: Sustiva Market ($US), by Country, 2006-2011
• Exhibit 126: Price to Treat per Day ($US), Sustiva, 2006
• Exhibit 127: Estimated Sustiva Revenue from Atripla ($US), by Country, 2006-2011
• Exhibit 128: Sustiva Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 129: Zerit Market ($US), by Country, 2006-2011
• Exhibit 130: Price to Treat per Day ($US), Zerit, 2006
• Exhibit 131: Videx Market ($US), by Country, 2006-2011
• Exhibit 132: Price to Treat per Day ($US), Videx, 2006
• Exhibit 133: Summary of Abbott' s HIV Product Portfolio
• Exhibit 134: Physician Perception of Abbott in the HIV Market
• Exhibit 135: Abbott' s HIV Franchise Revenue, by Brand, 2006-2011
• Exhibit 136: Timeline of Key Events in Kaletra' s Development
• Exhibit 137: Physician Perception of Kaletra
• Exhibit 138: Select Historic Clinical Trials of Kaletra
• Exhibit 139: Ongoing Clinical Trials with Kaletra
• Exhibit 140: Kaletra Market ($US), 2006-2011
• Exhibit 141: Kaletra Market ($US), by Country, 2006-2011
• Exhibit 142: Price to Treat per Day ($US), Kaletra, by Country, 2006-2011
• Exhibit 143: Norvir Market ($US), by Country, 2006-2011
• Exhibit 144: Price to Treat per Day ($US), Norvir, by Country, 2006
• Exhibit 145: Summary of Roche' s HIV Product Portfolio
• Exhibit 146: Physician Perception of Roche in the HIV Market
• Exhibit 147: Roche' s HIV Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 148: Physician Preference of Add-on Therapies for the Salvage Population
• Exhibit 149: Select Historic Clinical Trials of Fuzeon
• Exhibit 150: Ongoing Clinical Trials with Fuzeon
• Exhibit 151: Ongoing Clinical Trials with Fuzeon, Continued
• Exhibit 152: Fuzeon Market ($US), 2006-2011
• Exhibit 153: Fuzeon Market ($US), by Country, 2006-2011
• Exhibit 154: Price to Treat per Day ($US), Fuzeon, by Country, 2006
• Exhibit 155: Invirase Market ($US), by Country, 2006-2011
• Exhibit 156: Price to Treat per Day ($US), Invirase, by Country, 2006
• Exhibit 157: Viracept Market ($US), by Country, 2006-2011
• Exhibit 158: Price to Treat per Day ($US), Viracept, by Country, 2006
• Exhibit 159: Summary of Boehringer Ingelheim' s HIV Product Portfolio
• Exhibit 160: Physician Perception of Boehringer Ingelheim in HIV Treatment
• Exhibit 161: Boehringer Ingelheim' s HIV Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 162: Physician Perception of Viramune
• Exhibit 163: Viramune Market ($US), by Country, 2006-2011
• Exhibit 164: Price to Treat per Day ($US), Viramune, by Country, 2006
• Exhibit 165: Aptivus Market ($US), by Country, 2006-2011
• Exhibit 166: Price to Treat per Day ($US), Aptivus, by Country, 2006
• Exhibit 167: Summary of Pfizer' s HIV Portfolio
• Exhibit 168: Physician Perception of Pfizer in the HIV Market
• Exhibit 169: Pfizer' s HIV Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 170: Rescriptor Market ($US), by Country, 2006-2011
• Exhibit 171: Price to Treat per Day ($US), Rescriptor, by Country, 2006
• Exhibit 172: Ongoing Clinical Trials with Selzentry
• Exhibit 173: Physician Willingness to Prescribe Selzentry Based on Head-to-Head Comparison with Sustiva
• Exhibit 174: Selzentry Market ($US), 2006-2011
• Exhibit 175: Selzentry Market ($US), by Country, 2006-2011
• Exhibit 176: Price to Treat per Day ($US), Selzentry, by Country
• Exhibit 177: Summary of Merck' s HIV Product Portfolio
• Exhibit 178: Physician Perception of Merck' s Position in the HIV Market
• Exhibit 179: Merck' s HIV Franchise Revenue, by Brand, Major Markets, 2006-2011
• Exhibit 180: Crixivan Market ($US), by Country, 2006-2011
• Exhibit 181: Price to Treat per Day ($US), Crixivan, 2006
• Exhibit 182: Ongoing Clinical Trials with Isentress
• Exhibit 183: Ongoing Clinical Trials with Isentress, Continued
• Exhibit 184: Physician Willingness to Prescribe Isentress to Treatment-Naive Patients Based on the Results of BENCHMRK-IT
• Exhibit 185: Physician Willingness to Switch Patients to Isentress from Kaletra Based on Results of BENCHMRK-ExPI
• Exhibit 186: Isentress Market ($US), 2006-2011
• Exhibit 187: Isentress Market ($US), by Country, 2006-2011
• Exhibit 188: Price to Treat per Day ($US), Isentress, by Country

Section 3: Emerging Competitors

• Exhibit 189: Summary of Tibotec' s HIV Product Portfolio
• Exhibit 190: Physician Perception of Tibotec in the HIV Market
• Exhibit 191: Tibotec' s HIV Franchise Revenue, by Brand, 2006-2011
• Exhibit 192: Ongoing Clinical Trials with Prezista
• Exhibit 193: Ongoing Clinical Trials with Prezista, Continued
• Exhibit 194: Prezista Market ($US), 2006-2011
• Exhibit 195: Prezista Market ($US), by Country, 2006-2011
• Exhibit 196: Price to Treat per Day ($US), Prezista, by Country, 2006
• Exhibit 197: Etravirine Market ($US), by Country, 2006-2011
• Exhibit 198: Estimated Price to Treat per Day ($US), etravirine, by Country
• Exhibit 199: Rilpivirine Market ($US), by Country, 2006-2011
• Exhibit 200: Estimated Price to Treat per Day ($US), rilpivirine, by Country
• Exhibit 201: Elvucitabine Market ($US), by Country, 2006-2011
• Exhibit 202: Estimated Price to Treat per Day ($US), elvucitabine, by Country
• Exhibit 203: Apricitabine Market ($US), by Country, 2006-2011
• Exhibit 204: Estimated Price to Treat per Day ($US), apricitabine, by Country
• Exhibit 205: Racivir Market ($US), by Country, 2006-2011
• Exhibit 206: Estimated Price to Treat per Day ($US), racivir, by Country
• Exhibit 207: Vicriviroc Market ($US), by Country, 2006-2011
• Exhibit 208: Estimate Price to Treat per Day ($US), vicriviroc, by Country

Section 4: Market Forecast

• Exhibit 209: HIV Market ($US), Major Markets, 2006-2011 (Graphical Format)
• Exhibit 210: HIV Market ($US), Major Markets, 2006-2011 (Tabular Format)
• Exhibit 211: New Product Approvals in the HIV Market, 2006-2011
• Exhibit 212: Patent Expiries in the HIV Market, 2006-2011
• Exhibit 213: HIV Market ($US), by Country, 2006-2011
• Exhibit 214: HIV Market ($US), by Drug Class, 2006-2011
• Exhibit 215: HIV Market by Drug Class as a Percent of Total, 2006 and 2011
• Exhibit 216: NRTI Market ($US), by Drug, 2006-2011
• Exhibit 217: NRTI Market ($US), by Country, 2006-2011
• Exhibit 218: NRTI Market ($US), by Brand, 2006-2011
• Exhibit 219: NRTI Market Share, by Brand, as a Percent of Total, 2006-2011
• Exhibit 220: PI Market ($US), by Drug, 2006-2011
• Exhibit 221: PI Market ($US), by Country, 2006-2011
• Exhibit 222: PI Market ($US), by Brand, 2006-2011
• Exhibit 223: PI Market Share, by Brand as a Percent of Total, 2006-2011
• Exhibit 224: NNRTI Market ($US), by Drug, 2006-2011
• Exhibit 225: NNRTI Market ($US), by Country, 2006-2011
• Exhibit 226: NNRTI Market ($US), by Brand, 2006-2011
• Exhibit 227: EI Market ($US), by Drug, 2006-2011
• Exhibit 228: EI Market ($US), by Country, 2006-2011
• Exhibit 229: EI Market ($US), by Brand, 2006-2011
• Exhibit 230: Integrase Inhibitor Market ($US), by Drug, 2006-2011
• Exhibit 231: Integrase Inhibitor Market ($US), by Country, 2006-2011
• Exhibit 232: Integrase Inhibitor Market ($US), by Brand, 2006-2011

Section 5: Appendix

• Exhibit 233: Adjusted Price to Treat per Day of lamivudine ($US), by Country, 2006-2011
• Exhibit 234: Adjusted Price to Treat per Day of saquinavir ($US), by Country, 2006-2011
• Exhibit 235: Adjust Price to Treat per Day of Retrovir ($US), by Country, 2006-2011
• Exhibit 236: Adjusted Price to Treat per Day of Videx ($US), by Country, 2006-2011
• Exhibit 237: Adjusted Price to Treat per Day ($US) of stavudine, by Country, 2006-2011
• Exhibit 238: Adjusted Price to Treat per Day ($US) of abacavir, by Country, 2006-2011
• Exhibit 239: Days of Therapy and Compliance Assumptions
• Exhibit 240: Years in Practice of Surveyed Physicians
• Exhibit 241: HIV Patients Treated per Month by Surveyed Physicians
• Exhibit 242: Geographic Distribution of Surveyed Physicians