Can a New Antidepressant Establish Itself in a Highly Competitive Market?
Decision Resources
March 18, 2008 39 Pages - SKU: DECR1725830
|
|
With the antidepressant market approaching its saturation point, emerging agents face increasing difficulty
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 benefits for comorbid conditions, and carefully allocate and target
their advertising budgets.
Get the Answers You Need to Shape Your Strategy
- SSRIs are the first-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 difficult 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.
Please note, the PDF e-mail from publisher version of this report is for a global site license.
|
- 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
Share this report
Other tasks Related Markets Behavioral Health Reports Free Alert Me service Receive bi-weekly email alerts on new market research Sign Up Today!
|
