Brands & Strategies: Insomnia

Table of Contents

Table of Contents

Table of Exhibits

Executive Summary

• 2006-2011 Market Dynamics
• Competitive Landscape
• Brand Overview
• Physician Perspectives: Findings of Our Primary Research

Section 1: Introduction

• Scope of the Report
• Survey Methodology

Section 2: Insomnia Disease Dynamics

• Insomnia Background
• Prevalence and Diagnosis
  • Major Markets Statistics and Critical Points
  • U.S. Statistics and Critical Points
  • Europe Statistics and Critical Points
  • Japan Statistics and Critical Points
• Prescribers
  • Prescriber Trends
  • Key Drivers of Prescriber Decisions
• Reimbursement Issues
• Treatment Dynamics
  • Existing Therapies
  • Emerging Therapies

Section 3: Competitive Analysis

• Overview of Competitive Landscape
• Promotional Spending
• Physician Perceptions
  • Perceptions of Competitors in Insomnia
  • Perceptions of Brands in Insomnia

Section 4: Established Competitors

Sanofi-Aventis

• Strategic Overview
  • CNS Product Portfolio
  • Goals and Vision in CNS Disorders
  • Current Positioning
  • Market Strategy
  • Outlook
• Ambien CR
  • Current Positioning
  • Ambien CR Competitive Analysis
  • Key Brand Strategies
  • Future Positioning
• Eplivanserin
  • Competitive Analysis
  • Future Positioning
• Source: © Decision Resources, Inc./Millennium Research Group, 2007. Volinanserin
• Volinanserin
  • Competitive Analysis
  • Future Positioning

Sepracor

• Strategic Overview
  • CNS Product Portfolio
  • Goals and Vision in CNS Disorders
  • Current Positioning
  • Market Strategy
  • Outlook
• Lunesta
  • Current Positioning
  • Lunesta Competitive Analysis
  • Key Brand Strategies
  • Future Positioning

Takeda

• Strategic Overview
  • CNS Product Portfolio
  • Goals and Vision in CNS Disorders
  • Current Positioning
  • Market Strategy
  • Outlook
• Rozerem
  • Current Positioning
  • Rozerem Competitive Analysis
  • Key Brand Strategies
  • Future Positioning

King Pharmaceuticals

• Strategic Overview
  • CNS Product Portfolio
  • Current Positioning and Outlook
• Sonata
  • Current Positioning
  • Future Positioning

Section 5: Emerging Competitors

Eli Lilly

• Strategic Overview
  • CNS Product Portfolio
  • Goals and Vision in CNS
• HY-10275
  • Development and Commercial Overview
  • Competitive Analysis
  • Future Positioning

Neurocrine Biosciences

• Strategic Overview
  • CNS Product Portfolio
  • Goals and Vision in CNS
• Indiplon
  • Development and Commercial Overview
  • Competitive Analysis
  • Future Positioning

Somaxon

• Strategic Overview
  • CNS Product Portfolio
  • Goals and Vision in CNS
• Silenor
  • Development and Commercial Overview
  • Competitive Analysis
  • Future Positioning

Neurogen

• Strategic Overview
  • CNS Product Portfolio
  • Goals and Vision in CNS
• Adipiplon
  • Developmental and Commercial Overview
  • Competitive Analysis
  • Future Positioning

Other Emerging Competitors

• Biovail
  • Zolpidem ODT
• Orexo
  • Sublinox
• NovaDel
  • Zolpidem Oral Spray
• Vanda Pharmaceuticals
  • VEC-162

Section 6: Market Forecast

• Insomnia Market Analysis
• Sales by Region
• Sales by Class
  • Non-Benzodiazepine GABA-A Receptor Agonists
  • Melatonin Agonists
  • Sedating Antidepressants
  • Traditional Benzodiazepines
  • 5-HT2 Antagonists
  • Histamine 1 Receptor Antagonists

Section 7: Appendices

• Acronyms and Abbreviations
• Bibliography
• Methodology
  • Epidemiology
  • Market Forecast
  • Emerging Therapy Prices
  • Competitive Analysis

Table of Exhibits

Executive Summary

• Exhibit 1: Key Parameters of the Insomnia Market
• Exhibit 2: Insomnia Market Sales ($U.S.), Major Markets, 2006-2011
• Exhibit 3: Insomnia Market Competitive Position, 2006 and 2011
• Exhibit 4: Insomnia Sales ($U.S.), by Brand, as a Percentage of Total Market, 2006
• Exhibit 5: Insomnia Sales ($U.S.), by Brand, as a Percentage of Total Market, 2011
• Exhibit 6: Primary Care Physician Rankings of Companies in Insomnia Treatment
• Exhibit 7: Physician-Preferred First-Line Therapies for the Treatment of Insomnia

Section 1: Introduction

• Exhibit 8: Surveyed Physicians' Years of Practice
• Exhibit 9: Surveyed Physicians' Patients per Month
• Exhibit 10: Surveyed Physicians' Geographic Distribution

Section 2: Insomnia Disease Dynamics

• Exhibit 11: Common Factors Associated with Insomnia
• Exhibit 12: Prevalent and Diagnosed Insomnia Cases, Major Markets
• Exhibit 13: Prevalent and Diagnosed Insomnia Cases, U.S.
• Exhibit 14: Prevalent and Diagnosed Insomnia Cases, Europe, Table
• Exhibit 15: Prevalent and Diagnosed Insomnia Cases, Europe, Graph
• Exhibit 16: Prevalent and Diagnosed Insomnia Cases, Japan
• Exhibit 17: Physician-Ranked Non-Clinical Factors Influential to Prescribing Behavior
• Exhibit 18: Physician Perceptions of Patient Information Channels
• Exhibit 19: Physician Perceptions of Unmet Needs in Insomnia
• Exhibit 20: Physician Perceptions of Unmet Need in Specific Patient Populations
• Exhibit 21: U.S. Formulary Status of Leading Insomnia Drugs
• Exhibit 22: Payer and Patient Pressures to Prescribe Generic Zolpidem
• Exhibit 23: Treatment Algorithm for Insomnia
• Exhibit 24: Physician-Preferred First-Line Therapies for the Treatment of Insomnia
• Exhibit 25: Physician-Preferred Therapies for Specific Types of Insomnia Patients
• Exhibit 26: Existing Insomnia Drugs, by Drug Class
• Exhibit 27: Summarized Comparison of U.S. Package Inserts for Existing Insomnia Brands
• Exhibit 28: Insomnia Brand Sales ($U.S.), by Brand, as a Percentage of Total, 2006
• Exhibit 29: Emerging Insomnia Drugs, by Drug Class

Section 3: Competitive Analysis

• Exhibit 30: Insomnia Market Competitive Position, 2006 and 2011
• Exhibit 31: Insomnia Market ($U.S.), by Company, 2006-2011
• Exhibit 32: Promotional Spend for Insomnia Therapies, by Company, 2006
• Exhibit 33: Promotional Spend for Insomnia Therapies, by Brand, 2006
• Exhibit 34: Physician Perception of the Volume of Promotional Material Received
• Exhibit 35: Factors Impacting Physician Perception of Competitors in Insomnia
• Exhibit 36: Physician Rankings of Most Influential Insomnia Competitors
• Exhibit 37: Physician Rankings of Competitors-by Attributes
• Exhibit 38: Physician Rankings of Competitors-"Best" Companies in the Insomnia Market
• Exhibit 39: Physician Top-of-Mind Mentions for Insomnia Products
• Exhibit 40: Physician-Preferred Treatments for Insomnia
• Exhibit 41: Physician Response to Marketing Messages for a Hypothetical Insomnia Brand

Section 4: Established Competitors

• Exhibit 42: Summary of Sanofi-Aventis' s CNS Product Portfolio
• Exhibit 43: Detailed Physician Rankings for Sanofi-Aventis
• Exhibit 44: Ambien CR Key Facts
• Exhibit 45: Physician Perceptions of Ambien in Insomnia
• Exhibit 46: Physician Perceptions of Ambien CR in Insomnia
• Exhibit 47: Ongoing Clinical Trials for Ambien CR
• Exhibit 48: Ambien CR Sales ($U.S.), 2006-2011
• Exhibit 49: Ambien CR Sales ($U.S.), by Country, 2006-2011
• Exhibit 50: Price to Treat per Day ($U.S.), Ambien CR, by Country, 2006
• Exhibit 51: Eplivanserin Sales ($U.S.), 2009-2011
• Exhibit 52: Eplivanserin Sales ($U.S.), by Country, 2009-2011
• Exhibit 53: Expected Price to Treat per Day ($U.S.), Eplivanserin, 2009
• Exhibit 54: Current Therapy Most Likely to Be Replaced by Eplivanserin
• Exhibit 55: Volinanserin Sales ($U.S.), by Country, 2011
• Exhibit 56: Expected Price to Treat per Day ($U.S.), Volinanserin, 2011
• Exhibit 57: Current Therapy Most Likely to be Replaced by Volinanserin
• Exhibit 58: Summary of Sepracor' s CNS Product Portfolio
• Exhibit 59: Detailed Physician Rankings for Sepracor
• Exhibit 60: Lunesta Key Facts
• Exhibit 61: Physician Perceptions of Lunesta
• Exhibit 62: Ongoing Clinical Trials for Lunesta
• Exhibit 63: Lunesta Sales ($U.S.), 2006-2011
• Exhibit 64: Lunesta Sales ($U.S.), by Country, 2006-2011
• Exhibit 65: Price to Treat per Day ($U.S.), Lunesta, by Country, 2006
• Exhibit 66: Summary of Takeda' s CNS Product Portfolio
• Exhibit 67: Detailed Physician Rankings for Takeda
• Exhibit 68: Rozerem Key Facts
• Exhibit 69: Physician Perceptions of Rozerem in Insomnia
• Exhibit 70: Ongoing Clinical Trials for Rozerem
• Exhibit 71: Rozerem Sales ($U.S.), 2006-2011
• Exhibit 72: Rozerem Sales ($U.S.), by Country, 2006-2011
• Exhibit 73: Price to Treat per Day ($U.S.), Rozerem, by Country, 2006
• Exhibit 74: Summary of King Pharmaceuticals' CNS Product Portfolio
• Exhibit 75: Physician Perceptions of Sonata
• Exhibit 76: Sonata Sales ($U.S.), 2006-2011
• Exhibit 77: Sonata Sales ($U.S.), by Country, 2006-2011
• Exhibit 78: Price to Treat per Day ($U.S.), Sonata, by Country, 2006

Section 5: Emerging Competitors

• Exhibit 79: Summary of Eli Lilly' s CNS Product Portfolio
• Exhibit 80: Expected HY-10275 Sales ($U.S.), by Country, 2010-2011
• Exhibit 81: Expected Price to Treat per Day ($U.S.), HY-10275, by Country, 2010
• Exhibit 82: Current Therapy Most Likely to be Replaced by HY-10275
• Exhibit 83: Summary of Neurocrine Biosciences' CNS Product Portfolio
• Exhibit 84: Indiplon Sales ($U.S.), 2008-2011
• Exhibit 85: Expected Indiplon Sales ($U.S.), by Country, 2008-2011
• Exhibit 86: Expected Price to Treat per Day ($U.S.), Indiplon Immediate-Release, by Country, 2008
• Exhibit 87: Expected Price to Treat per Day ($U.S.), Indiplon Modified-Release, by Country, 2008
• Exhibit 88: Current Therapy Most Likely to be Replaced by Immediate- or Modified-Release Indiplon
• Exhibit 89: Summary of Somaxon' s CNS Product Portfolio
• Exhibit 90: Silenor Sales ($U.S.), 2009-2011
• Exhibit 91: Expected Silenor Sales ($U.S.), by Country, 2009-2011
• Exhibit 92: Expected Price to Treat per Day ($U.S.), Silenor, by Country, 2009
• Exhibit 93: Current Therapy Most Likely to be Replaced by Silenor
• Exhibit 94: Summary of Neurogen' s CNS Product Portfolio
• Exhibit 95: Expected Adipiplon Sales ($U.S.), by Country, 2010-2011
• Exhibit 96: Expected Price to Treat per Day ($U.S.), Adipiplon, by Country, 2010
• Exhibit 97: Current Therapy Most Likely to be Replaced by Adipiplon
• Exhibit 98: Expected Zolpidem ODT Sales ($U.S.), by Country, 2008-2011
• Exhibit 99: Expected Price to Treat per Day ($U.S.), Zolpidem ODT, by Country, 2008
• Exhibit 100: Expected Sublinox Sales ($U.S.), by Country, 2008-2011
• Exhibit 101: Expected Price to Treat per Day ($U.S.), Sublinox, by Country, 2008
• Exhibit 102: Expected Zolpidem Oral Spray Sales ($U.S.), by Country, 2008-2011
• Exhibit 103: Expected Price to Treat per Day ($U.S.), Zolpidem Oral Spray, by Country, 2008
• Exhibit 104: Expected VEC-162 Sales ($U.S.), by Country, 2011
• Exhibit 105: Expected Price to Treat per Day ($U.S.), VEC-162, by Country, 2011

Section 6: Market Forecast

• Exhibit 106: Insomnia Major-Market Sales ($U.S.), 2006-2011, Table
• Exhibit 107: Insomnia Major-Market Sales ($U.S.), 2006-2011, Graph
• Exhibit 108: Timeline of Key Events, Insomnia Market, 2006-2011
• Exhibit 109: Insomnia Sales ($U.S.), by Country, 2006-2011
• Exhibit 110: Insomnia Major-Market Sales ($U.S.), by Drug Class, 2006-2011
• Exhibit 111: Insomnia Market, by Drug Class, as a % of Total, 2006 and 2011
• Exhibit 112: Non-Benzodiazepine GABA-A Receptor Agonist Market ($U.S.), by Country, 2006-2011
• Exhibit 113: Non-Benzodiazepine GABA-A Receptor Agonist Market ($U.S.), by Drug, 2006-2011, Graph
• Exhibit 114: Non-Benzodiazepine GABA-A Receptor Agonist Market ($U.S.), by Drug, 2006-2011, Table
• Exhibit 115: Melatonin Agonist Market ($U.S.), by Country, 2006-2011
• Exhibit 116: Melatonin Agonist Market ($U.S.), by Drug, 2006-2011, Graph
• Exhibit 117: Melatonin Agonist Market ($U.S.), by Drug, 2006-2011, Table
• Exhibit 118: 5-HT2 Antagonist Market ($U.S.), by Country, 2006-2011
• Exhibit 119: 5-HT2 Antagonist Market ($U.S.), by Drug, 2006-2011, Graph
• Exhibit 120: 5-HT2 Antagonist Market ($U.S.), by Drug, 2006-2011, Table
• Exhibit 121: Histamine 1 Receptor Antagonist Market ($U.S.), by Country, 2006-2011
• Exhibit 122: Histamine Receptor 1 Antagonist Market ($U.S.), by Drug, 2006-2011, Graph
• Exhibit 123: Histamine 1 Receptor Antagonist Market ($U.S.), by Drug, 2006-2011, Table