Can a New Antidepressant Establish Itself in a Highly Competitive Market?

Table of Contents

• Executive Summary
  • Strategic Considerations
  • Stakeholder Implications
• Introduction
• Overview of Antidepressants
  • Tricyclics
  • Monoamine Oxidase Inhibitors
  • Selective Serotonin Reuptake Inhibitors
  • Serotonin and Norepinephrine Reuptake Inhibitors
  • Dopaminergic/Noradrenergic Agents
• Physician Prescribing Habits
• Antidepressant Market
  • 2007 U.S. Market
  • Generic Erosion of Antidepressants
  • Reimbursement of Antidepressants
• Case Studies of Successful Antidepressants
  • Zoloft-Targeting a New Patient Population: SAD
  • Lexapro-Targeting Physicians
  • Cymbalta-Treating a New Depression Symptom: Physical Pain
• The Competitive Position of Emerging Agents
  • Wyeth' s Pristiq
  • Servier/Novartis' s Agomelatine
• Outlook
  • The Value of Promotional Spend
  • Positioning a New Antidepressant in the Market

Tables:

• 1. Commonly Prescribed Antidepressants
• 2. Comparison of SSRIs
• 3. Comparison of SNRIs
• 4. Sales of Leading Antidepressants in the United States, 2007

Figures:

• 1. Algorithm for the Treatment of Major Depression
• 2. Algorithm for the Treatment of Bipolar Depression
• 3. Generic Erosion of Statin Drug Class Sales (Branded Only) in the United States, 2004-2007
• 4. Generic Erosion of SSRI Drug Class Sales (Branded Only) in the United States, 1999-2007
• 5. Pfi zer' s U.S. Promotional Spend for Zoloft, 2002-2006
• 6. Volume Share of the Social Anxiety Disorder Market, 2003 and 2004
• 7. Forest Laboratories' Promotional Spend on Lexapro, 2002-2006
• 8. Eli Lilly' s Promotional Spend on Cymbalta, 2004-2006
• 9. Total U.S. Promotional Spend by Product, 2003-2005
• 10. Correlation of Promotional Spend to New Prescriptions, 2003-2005
• 11. Correlation of DTC Promotional Spend to New Prescriptions, 2003-2005