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SUMMARY
INTRODUCTION This analysis focuses on the changing landscape of the commercial environment in the global arthritis market and investigates key strategiesrequired to succeed. Analysis of company portfolio strategies and product positioning provides in-depth knowledge of how specific company strategiesresult in varying levels of commercial returns. SCOPE OF THE REPORT - Detailed case studies featuring company portfolio, product development and launch strategies of leading global players in arthritis
- Global sales data for the major classes used in treating arthritis - NSAIDs, DMARDs, HA viscosupplements and steroids
- Event-based forecasts to 2011 for the top selling drugs in each class
- SWOT analyses of key arthritis drugs, along with 12-month event screens - providing detailed knowledge of events specific to each product
REPORT HIGHLIGHTS Despite facing adversity in the past year, including continued negative publicity surrounding the cardiovascular side effect profile of Vioxx andthe delayed launch of Arcoxia, Merck will remain a strong competitor for Pfizer/Pharmacia in the future and the COX-II inhibitor class will continueto flourish through 2011. The alleviation of Enbrel's supply shortage through the new manufacturing facility approved in early 2003 will enableAmgen to regain a significant portion of sales lost to J&J's Remicade although Humira is presenting formidable competition for both drugs. KEY REASONS TO BUY THIS REPORT - Target current and future growth areas through identification of the strongest product lifecycle and pricing strategies
- Learn from case studies analyzing details of the most successful drug launches in the arthritis market
- Plan future product positioning through utilization of event-based forecasts for all major arthritis drugs
TABLE OF CONTENTS
CHAPTER 1 EXECUTIVE SUMMARY 3- Scope of the analysis 3
- Datamonitor insight into the arthritis market 4
- Despite facing adversity in the past year, including continued negative publicity surrounding the cardiovascular side-effect profile of Vioxx and the delayed launch of key second-generation product Arcoxia, Merck will remain a strong competitor for Pfizer/Pharmacia in the future and the COX-II inhibitor class will continue to flourish through 2011. 5
- The alleviation of Enbrel's supply shortage through the FDA approval of a new manufacturing facility in early 2003 will enable Amgen to regain a significant portion of sales lost to J&J's Remicade although Humira is presenting formidable competition for both of these market leaders; Enbrel sales were $802m in 2002, representing growth of 5% from 2001 sales, while Remicade sales were $1,513m, representing year-on-year growth of 78%. 7
- Summary 9
- Key metrics 11
CHAPTER 2 MARKET SEGMENTATION AND DEFINITION 21- Strategic scoping and focus 21
- Market definition 21
- Celebrex: the gold standard in osteoarthritis 22
- Associated pharmaceutical markets 24
- Enbrel: the gold standard in rheumatoid arthritis 24
- Associated pharmaceutical markets 26
CHAPTER 3 GLOBAL MARKET OVERVIEW 27- Key findings 27
- Global arthritis market analysis 28
- Global market forecast 31
- Forecast scenario analysis 33
- NSAID class analysis 33
- NSAID class market performance 33
- Company reported vs. IMS reported growth 36
- NSAID market forecast 36
- Growth of first-generation COX-II inhibitors Celebrex and Vioxx, launch of second-generation COX-II inhibitors Bextra and Arcoxia 37
- Cardiovascular concerns 37
- DTC advertising 37
- R&D drugs in the NSAID class 40
- Celebrex (celecoxib) analysis 40
- Celebrex: 12-month event screen 41
- Celebrex strategic analysis 41
- Celebrex forecasts to 2011 43
- Bextra (valdecoxib) analysis 46
- Bextra: 12-month event screen 46
- Bextra strategic analysis 47
- Bextra forecasts to 2011 49
- Vioxx (rofecoxib) analysis 52
- Vioxx: 12-month event screen 52
- Vioxx strategic analysis 53
- Vioxx forecasts to 2011 54
- Arcoxia (etoricoxib) analysis 56
- Arcoxia: 12-month event screen 57
- Arcoxia strategic analysis 57
- Arcoxia forecasts to 2011 58
- Mobic (meloxicam) analysis 60
- Mobic: 12-month event screen 60
- Mobic strategic analysis 61
- Mobic forecasts to 2011 62
- DMARD class analysis 64
- DMARD class market performance 64
- Company reported vs. IMS reported growth 65
- DMARD market forecast 66
- DMARD class market forecast events to 2011 68
- R&D drugs in the DMARD class 68
- Enbrel analysis 69
- Enbrel: 12-month event screen 69
- Enbrel strategic analysis 70
- Enbrel forecasts to 2011 72
- Remicade analysis 75
- Remicade: 12-month event screen 75
- Remicade strategic analysis 76
- Remicade forecasts to 2011 78
- Kineret analysis 81
- Kineret: 12-month event screen 81
- Kineret strategic analysis 82
- Kineret forecasts to 2011 84
- Arava analysis 86
- Arava: 12-month event screen 86
- Arava strategic analysis 87
- Arava forecasts to 2011 89
- Humira analysis 92
- Humira: 12-month event screen 93
- Humira strategic analysis 93
- Humira forecasts to 2011 95
- HA viscosupplement class analysis 96
- HA viscosupplement market forecast 97
- Synvisc (hylan G-F 20) analysis 99
- Synvisc: 12-month event screen 100
- Hyalgan (sodium hyaluronate) analysis 101
- Supartz (sodium hyaluronate) analysis 102
CHAPTER 4 PORTFOLIO AND LIFECYCLE MANAGEMENT 104- Key findings 104
- Portfolio management 105
- Market attractiveness 105
- Comparative attractiveness of the arthritis market 105
- Class attractiveness in the arthritis market 107
- Positioning of the major arthritis players 109
- Portfolio analysis 112
- Pfizer/Pharmacia 114
- Merck 116
- Amgen 118
- Johnson & Johnson 120
- Novartis 122
- Aventis 124
- Lifecycle management in arthritis 125
- The arthritis product lifecycle 125
- Osteoarthritis 125
- Rheumatoid arthritis 126
- Launch strategy and market penetration 127
- Case study: unsuccessful vs. successful strategies for the early phase of a me-too arthritis drug's launch 128
- Optimizing peak sales 130
- Large marketing investment early on enables Vioxx to stay strong in the face of negative publicity 130
- Remicade: biologic DMARDs maximize sales through expanded indications 132
- Revenue protection strategies 135
- Novartis's Voltaren: revenue protection through product reformulation 136
CHAPTER 5 STRATEGIC PRODUCT POSITIONING 139- Key findings 139
- Physician-focused product positioning 140
- Physician targeting strategies 140
- Brand positioning for key products in the osteoarthritis market 142
- Celebrex 142
- Vioxx 142
- Bextra 143
- Case study: Celebrex - the most successful launch in history 144
- Targets of Celebrex promotion 144
- Messages 144
- Lifecycle 145
- Product 145
- Promotional mix 145
- Competition 145
- Budget 146
- Conclusions 146
- Brand positioning for key products in the rheumatoid arthritis market 147
- Enbrel 147
- Remicade 148
- Kineret 148
- Humira 149
- Case study: Enbrel - promotion is meaningless in the face of poor market-sizing evaluations 149
- Road to success 149
- Success stunted by supply shortages 150
- Remicade profits from Enbrel's mistakes 151
- Humira learns from Enbrel's mistakes 152
- Patient targeting and influence 153
- Patient sub-group positioning analysis 153
- Brand imaging: osteoarthritis 153
- Celebrex: "the number 1 prescribed arthritis pain medication" 153
- Vioxx: "one pill for 24-hour relief" 154
- Bextra: "this powerful pill will change the way arthritis pain is treated" 154
- Summary 154
- Patient advocacy initiatives 155
- Brand imaging: rheumatoid arthritis 156
- Enbrel: "the first and only TNF inhibitor approved ... and it can be used alone" 157
- Remicade: just the facts 157
- Kineret: "successfully manage RA through new scientific thinking" 157
- Humira: "RA changed your life, now you can change it back" 158
- Summary 158
- Patient advocacy initiatives 159
- Pricing and reimbursement 160
- Health economic considerations 160
- NSAIDs 161
- DMARDs 161
- Pricing strategies: osteoarthritis 162
- Pricing data for key products in the osteoarthritis market 162
- Case study: why are COX-Iis twice as expensive in the US than in Europe? 163
- Treatment cost analysis: osteoarthritis 166
- Pricing strategies: rheumatoid arthritis 167
- Pricing data for key products in the rheumatoid arthritis market 169
- Treatment cost analysis: rheumatoid arthritis 170
APPENDIX A - MARKET DATA 172- Global arthritis market data 172
- NSAID market data 173
- DMARD market data 175
- HA viscosupplement market data 177
- Antirheumatic steroid market data 179
APPENDIX B 180- List of tables 180
- List of figures 183
About Datamonitor 186- About Datamonitor Healthcare 186
- Datamonitor Healthcare's research and analysis methodologies 187
- Datamonitor Healthcare's therapy area capabilities 187
- About the arthritis analysis team 188
- Datamonitor Healthcare's Consulting expertise 189
- Datamonitor's Therapeutic Consulting expertise 190
- Key therapy team members 191
- Simon Wright, Director Immune Disorders and Inflammation 191
- Disclaimer 192
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