Gaining Competitive Advantage in Pharmaceutical Markets

Published by: Datamonitor

Published: Aug. 1, 2002 - 46 Pages

Table of Contents

Reasons to Purchase

Understand why companies must strive to optimize their competitive strategy capabilities

Aseess how success stories such as Serono’s head-to-head competition comparison of Rebif to Avonex demonstrate the high levels of potential reward

Realize why companies need to effectively plan and execute competitive strategies while at the same time effectively managing risk

DRIVERS AND TRENDS

There are increasing levels of head-to-head competition in the pharmaceutical industry

Companies must strive to optimize their competitive strategy capabilities

Success stories such as Serono’s head-to-head comparison of Rebif to Avonex demonstrates the high levels of reward involved

Case Study 1 - Dyslipidemia: Crestor versus Lipitor versus Zocor. What is Crestor’s position in the US and Europe? Is it likely to be much weaker in Japan due to fierce competition from its third generation rival itavastatin?
Datamonitor’s case study will provide the answers.

Case Study 2 - Arthritis: Bextra and Celebrex versus Arcoxia and Vioxx

Find out whether or not Datamonitor believes that in light of the delays with Arcoxia in the US, Pfizer/Pharmacia are likely to pull ahead of Merck in this market.

Case Study 3 - Multiple Sclerosis: Avonex versus Rebif

Will Rebif take substantial market share from Avonex particularly in the US? Find out Datamonitor’s insight on the Multiple Sclerosis market.

Case Study 4 - Oncology: Iressa versus Tarceva versus Erbitux

Will Iressa dominate the NSCLC market and significantly impair sales growth of Erbitux and Tarceva from 2003 and 2004?

ACTION POINTS

As physician detailing and direct-to-consumer advertising increase, companies are increasingly incentivized to conduct head-to-head clinical trials in order to provide physicians and patients with comparative clinical information on efficacy and side-effects. Companies need to develop strong competencies to effectively plan and execute competitive strategies while at the same time effectively managing risk

APPENDIX

No appendix

DATASETS

Figure 1 NDA’s approved by type, 1995-2000 versus 1989-1994

Figure 2 Phase III clinical trial results, Crestor versus Lipitor

Figure 3 Phase III clinical results, Crestor versus Zocor versus Pravachol

Figure 4 Relative US retail prices of commodity prescribed statins at their most prescribed doses

Figure 5 Forecast Lipitor, Zocor and Crestor sales, 2002-2005 ($m)

Figure 6 Historical global sales of Vioxx versus Celebrex Q1, 2001-Q1, 2002 ($m)

Figure 7 Forecast representation in the Cox-II market by indication, 2004

Figure 8 Celebrex, Bextra, Vioxx and Arcoxia forecasts, 2002-2005 ($m)

Figure 9 Rebif’s quarterly sales performance, 1999-2001

Figure 10 Quarterly non-US sales of Avonex, Betaferon, Copaxone and Rebif, 2000-01

Figure 11 Sales forecasts for Avonex and Rebif, 2002-2005 ($m)

Figure 12 Sales Forecasts - Iressa, Erbitux and Tarceva,2002-2005, ($m)

Table 1 Expected Crestor penetration by patient population

Table 2 Phase II dose ranging study with rosuvastatin: percentage change from baseline and comparison to atorvastatin

Table 3 Crestor’s competitive profile versus current market leaders and itavastatin

Table 4 Forecast Lipitor, Zocor, and Crestor sales, 2002-2005 ($m)

Table 5 Indications sought or received by Celebrex, Bextra, Vioxx and Arcoxia

Table 6 Celebrex, Bextra, Vioxx and Arcoxia forecasts, 2002-2005 ($m)

Table 7 Leading marketed MS treatments - key facts

Table 8 Clinical and MRI end points for EVIDENCE study

Table 9 Sales forecasts for Avonex and Rebif, 2002-2005 ($m)

Table 10 Leading indication under development - Iressa, Tarceva, Erbitux

Table 11 Comparison of phase II results in NSCLC

Abstract

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