Abstract
Introduction
With the antidepressant market approaching its saturation point, emerging
agents face increasing diffi culty capturing market share from the multitude
of already available branded and generic drugs. Companies hoping to launch new
products into this market must explore and capitalize on fresh ways of
marketing their agents, such as emphasizing their drugs' collateral benefi ts
for comorbid conditions, and carefully allocate and target their advertising
budgets.
Get the Answers You Need to Shape Your Strategy
- SSRIs are the fi rst-line therapy choice for most depressive disorders,
although psychiatrists are increasingly prescribing SNRIs. Do patients
consult PCPs or psychiatrists for help with their depressive disorders? What
agents do physicians prefer? What role do reimbursement considerations play in
prescribing habits?
- With dozens of antidepressants on the market, including a number of
generic agents, it is becoming increasingly diffi cult for manufacturers of
these agents to distinguish their products. What strategies have
antidepressant manufacturers used to position their products? How well have
these strategies succeeded? What strategies can be used to distinguish
emerging agents?
- Branded antidepressants consistently have some of the highest promotional
budgets among all pharmaceuticals. What is the correlation between
promotional spend and drug sales? How does directto-consumer (DTC) advertising
affect the uptake of a drug?
Scope
- Overview of antidepressants: tricyclics, monoamine oxidase
inhibitors, SSRIs, SNRIs, dopaminergic/noradrenergic agents.
- Prescribing habits of physicians: treatment algorithms for major
depression and bipolar disorder, physicians' choices of agents.
- Market for antidepressants: 2007 sales, generic erosion patterns
for antidepressants, role of managed care in the market.
- Marketing strategies for antidepressants: Zoloft, Lexapro,
Cymbalta, Pristiq, agomelatine.
- Market outlook: the value of promotional spend, the value of DTC
advertising, marketing strategies for emerging agents.
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