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

Published by: Decision Resources

Published: Mar. 18, 2008 - 39 Pages

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

Abstract

• 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?

• 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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