Physician Views: Which companies excel in diabetes drug marketing and why?


With both the insulin and non-insulin segments of the diabetes market expected to become more competitive through to the end of this decade (see FirstWord Lists: Blockbuster diabetes drugs 2014 and 2020), FirstWord is once again polling US and EU5-based endocrinologists to ascertain which companies are considered to provide the most comprehensive approach to product detailing in the diabetes market.

The insulin market will be shaped by the recent approval of Sanofi's Toujeo in the US and EU markets, with Novo Nordisk's basal competitor Tresiba expected to gain long-awaited FDA clearance towards the end of this year. Emergence of generic or biosimilar Lantus – at the hands of Eli Lilly – will further shift the commercial dynamic of this segment.

In the non-insulin market, the SGLT-2 inhibitors continue to make strong ground, with multiple drugs in this class now available, while physicians have very recently suggested to FirstWord that they anticipate further notable expansion for the GLP-1 agonist market, which is led by Novo Nordisk's Victoza, but has newer entrants including Eli Lilly's Trulicity.

Clinical differentiation across multiple brands within each drug class is limited; a dynamic beneficial to payers who have sought to increase pressure on rebates offered for the US market and one that illustrates the importance of an effective marketing capability in the diabetes market.

Reasons to Purchase

Specifically, we are asking endocrinologists…

  • Which prescription pharmaceutical, diabetes-specialist, provides you with the most comprehensive and satisfactory approach in terms or product detailing/MSL engagement?
  • Which individual insulin diabetes products have been most effectively promoted/detailed to you over the past year?
  • Which individual non-insulin diabetes products have been most effectively promoted/detailed to you over the past year?
  • Which factor best describes why you selected these products?
  • What factor would best improve your interaction with diabetes sales representatives?

Please Note: Due to the brevity and/or nature of the content posted, there is no table of contents available for this report.

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