競争が激化する市場において新たな抗うつ剤は地位を確立できるか

Abstract

Introduction

With the antidepressant market approaching its saturation point, emerging agents face increasing diffi culty 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 benefi ts for comorbid conditions, and carefully allocate and target their advertising budgets.

Get the Answers You Need to Shape Your Strategy

• SSRIs are the fi rst-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 diffi cult 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.

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