Lifestyle Drugs Outlook to 2005

• Defining lifestyle drugs
• Epidemiology
• Market analysis
• Lifestyle drugs in R&D
• Lifestyle drugs in the 21 st century

Chapter 1 Defining lifestyle drugs

• Summary
• Introduction
  • The myth
  • The media
  
  
• A definition
  • Social characteristics
  • Disease characteristics
  • Product characteristics
  • Summary
  
  
• Marketing
  • Corporate control
  • The downside to mass media interest
  
  
• Pricing
• Reimbursement
  • Treatment vs. Enhancement
  • The lifestyle share
  • Prescription control
  • Setting precedents: Viagra
  
  
• Drivers and limiters of lifestyle drug success

Chapter 2 Epidemiology

• Summary
• Methodology
• Drivers of incidence of lifestyle conditions
  • Diagnosed prevalence
  • Absolute prevalence
  
  
• Prevalence of lifestyle conditions
  • Depression
  • Erectile dysfunction
  • Obesity
  • Alopecia
  
  
• Cost of disease
  • Obesity
  
  
• Cost of treatment
  • Viagra
  • Xenical
  • Seroxat

Chapter 3 Market analysis

• Summary
• The lifestyle drug market
• Alopecia
  • Suitability to lifestyle drugs
  • Merck
  • Pharmacia & Upjohn
  • Market dynamics
  
  
• Depression
  • Suitability to lifestyle drugs
  • Eli Lilly
  • Pfizer
  • SmithKline Beecham
  • Market dynamics
  
  
• Erectile dysfunction
  • Suitability to lifestyle drugs
  • Astra
  • Pharmacia & Upjohn
  • Pfizer
  • Market dynamics
  
  
• Obesity
  • Suitability to lifestyle drugs
  • American Home Products
  • Knoll
  • Roche
  
  
• Oral contraception
  • Suitability to lifestyle drugs
  • American Home Products
  • Akzo Nobel
  • Johnson & Johnson
  • Schering AG
  
  
• Skin ageing
  • Suitability to lifestyle drugs
  • Johnson & Johnson
  • Allergan
  • Market dynamics
  
  
• Other lifestyle contenders
  • Zyban (smoking cessation)
  • Celebra (arthritis)
  • Aricept (cognitive)
  • Lipitor (lipid-lowering)
  
  
• Lifestyle drug market dynamics

Chapter 4 Lifestyle drugs in R&D

• Summary
• Alopecia
  • MK386
  • GI 198745
  
  
• Depression
• Erectile dysfunction
  • Cashing in on Viagra
  
  
• Obesity
  • ZD2079
  • Leptin
  • SR 58611
  
  
• Oral contraception
  • Drospiredone

Chapter 5 Lifestyle drugs in the 21st century

• Summary
• Future opportunities for growth
  • Market size and potential
  • Market growth by therapeutic area
  • Market growth by company
  
  
• The downside: the fen-phen problem
  • The fen-phen calamity
  • Anticipation and hype: dexfenfluramine reaching the US market
  • The drug withdrawals
  • Impact on other drugs and future opportunities
  
  
• New lifestyle drugs
  • The international outlook
  • Methods of discovery
  
  
• DTC marketing
  • The suitability of lifestyle drugs to DTC marketing
  • Brand awareness
  • DTC marketing spend
  • DTC advertising in Europe

Chapter 6 Appendix

• Primary research methodology
• Index

List of Figures

• Figure 1.1: The sales power of lifestyle drugs
• Figure 1.2: Characteristics of lifestyle drugs
• Figure 1.3: Assessing the medical importance of lifestyle drugs
• Figure 1.4: Drivers and inhibitors of lifestyle drug sales
• Figure 2.5: The ageing population
• Figure 2.6: US population aged 65 and over, 1990-2050
• Figure 2.7: Global prevalence of depression
• Figure 2.8: US trends in prevalent population of depression by age
• Figure 2.9: Patient potential for erectile dysfunction
• Figure 2.10: Trends in prevalence of obesity, 1998-2005
• Figure 3.11: Rogaine and Propecia sales, 1998
• Figure 3.12: Sales growth of the three leading antidepressants, 1994-98
• Figure 3.13: Sales of Viagra and Caverject, 1998
• Figure 3.14: Sales of Botox and Renova
• Figure 4.15: Competitive positioning of products currently in development compared to existing classes of antidepressants
• Figure 5.16: Growth in the key lifestyle drug sectors
• Figure 5.17: Growth in the antidepressant market
• Figure 5.18: Growth in the obesity market
• Figure 5.19: Growth in the erectile dysfunction market
• Figure 5.20: Growth in the skin ageing market
• Figure 5.21: Growth in the oral contraception market
• Figure 5.22: Growth in company lifestyle drug portfolios
• Figure 5.23: Annual DTC expenditure in the US: 1989-97

List of Tables

• Table 1.1: Viagra prices, 1998
• Table 1.2: Possible misuse of lifestyle drugs
• Table 1.3: Viagra reimbursement in Europe, 1998
• Table 2.4: Global prevalence of depression by population 1990-2005 (000s)
• Table 2.5: US prevalence of depression by population 1990 - 2005
• Table 2.6: Global prevalence of depression 1990 - 2005 (000s)
• Table 2.7: The potential market for erectile dysfunction treatments
• Table 2.8: Prevalent obese populations and forecasts in selected markets, 1998
• Table 3.9: Sales of lifestyle drugs, 1997-8
• Table 3.10: Propecia sales, 1998
• Table 3.11: Rogaine sales, 1994-98
• Table 3.12: Prozac sales, 1994-98
• Table 3.13: Zoloft sales, 1994-1998
• Table 3.14: Paxil sales, 1994-98
• Table 3.15: Caverject sales, 1994-98
• Table 3.16: Viagra sales, 1998
• Table 3.17: Pondimin and Redux sales, 1993-97
• Table 3.18: Renova sales, 1995-98
• Table 3.19: Botox sales, 1994-98
• Table 4.20: Key alopecia drugs in development, 1998
• Table 4.21: Key antidepression compounds in development, 1998
• Table 4.22: Key erectile dysfunction compounds in development, 1998
• Table 4.23: Key anti-obesity compounds in development, 1998
• Table 4.24: Key contraceptive compounds in development, 1998
• Table 4.25: Key skin ageing products in development
• Table 5.26: DTC expenditure in the US, 1987