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SUMMARY
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
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