Upper GI Disorders - Innovation needed to overcome generic threat

"IntroductionThe upper GI market, defined as gastroesophageal reflux disease (GERD), peptic ulcer disease (PUD) and dyspepsia indications, achieved sales of just over $19 billion in 2006, with minimal growth since 2005. All major PPI brands will lose patent protection in the next 10 years, resulting in a major increase in generics and a declining market value.ScopeThis report focuses on drugs used to treat upper GI disorders, with indication- and country-specific sales forecasts to 2016 Assessment of current and future opportunities and threats in the upper GI disorder market across the seven major markets Identification of future market events expected to impact on the upper GI disorder market over the next decade Case study analysis of successful lifecycle management strategies, including those used by AstraZeneca for Nexium and TAP Pharmaceuticals for PrevacidHighlightsThe next ten years will see all the major PPI brands go off patent and the market will experience significant genericization. Pipeline products will help to partially offset the erosion caused by generics, but currently marketed product sales are expected to decrease by 42% from around $23 billion to $13 billion over the forecast period. Direct-to-consumer (DTC) advertising was crucial to the success of Nexium in the US. In 2005, AstraZeneca spent around $225m on its DTC advertising campaign. DTC advertising is an important strategy, but smaller companies can compete with Big Pharma by gaining a favorable formulary status, and concentrating on targeted detailing. Well executed lifecycle management strategies of marketed products will be essential in order to compete in this market. Offering multiple formulations, head-to-head to trials, targeting of niche patient populations and indication expansion will provide revenue potential.Reasons to PurchaseQuantify the future size of the upper GI disorder market, in terms of value, in each of the seven major markets Assess the impact of future events such as patent expiries, indication expansions, and new product launches on the sales of key marketed brands Identify key lifecycle management strategies in the competitive upper GI disorder market"

08-Oct-07 Format:PDF & SlidePack & DataPack Pages: 191
Table of Contents
Price: $15,200.00 / GBP7,600.00