Launching Combination Products: Brand extension and franchise development strategies
Executive Summary 10
An introduction to combination products 10
Combination product strategies in the cardiovascular market 11
Combination product strategies in the respiratory market 12
Combination product strategies in the diabetes market 13
Combination product strategies in the HIV market 14
Combination product strategies in the women’s health market 15
Combination product strategies in other therapeutic markets 16
Brand extension and franchise development strategies 17
Chapter 1 An introduction to combination
products 20
Summary 20
Introduction 21
Therapeutic value 21
Combining therapies 21
Improved convenience 22
Commercial value 22
Brand extension 23
Franchise development 23
Leading combination products 24
Key products 24
Key therapeutic categories 27
Key combination product strategies 28
Chapter 2 Strategies for cardiovascular
products 32
Summary 32
Introduction 33
Leading combination products 33
iv
Recent combination product launches 35
Exforge 36
Future combination product developments 36
Simcor 38
Avandia/simvastatin 39
Key combination product launch strategies 39
Chapter 3 Strategies for respiratory
products 42
Summary 42
Introduction 43
Leading combination products 43
Recent combination product launches 45
Symbicort 45
Future combination product developments 46
Singulair/Claritin 46
Flutiform 47
Key combination product launch strategies 47
Chapter 4 Strategies for diabetes products 50
Summary 50
Introduction 51
Leading combination products 51
Recent combination product launches 52
Janumet 53
Duetact 53
Future combination product developments 54
Avandia/simvastatin 54
Synordia 55
Key combination product launch strategies 55
Chapter 5 Strategies for HIV products 58
Summary 58
Introduction 59
Leading combination products 59
Recent combination product launches 60
Atripla 61
v
Future combination product developments 61
Key combination product launch strategies 61
Chapter 6 Strategies for women’s health
products 64
Summary 64
Introduction 65
Leading combination products 65
Recent combination product launches 67
Lybrel 67
Angeliq 67
Future combination product developments 68
Aprela 69
DUB-OC 69
Key combination product launch strategies 69
Chapter 7 Strategies for other therapeutic
areas 72
Summary 72
Introduction 73
Leading combination products 73
Anti-infectives 75
Recent combination product launches 75
Combigan 76
Ziana 76
Pylera 77
Future combination product developments 77
Oncology 79
CNS and pain 80
Key combination product launch strategies 81
Chapter 8 Brand extension and franchise
development strategies 84
Summary 84
Introduction 85
Case studies 85
vi
Diovan, Diovan HCT/Co–Diovan and Exforge 85
Avandia, Avandamet and Avandaryl 87
Advair/Seretide 88
Case study: Kaletra 91
Case study: Vytorin 93
Key success factors 95
Branding 96
Pricing 97
Positioning 97
Chapter 9 Appendix 100
Sources 100
Product sales data 100
Regulatory data 100
Specific sources 100
vii
List of Figures
Figure 1.1: Number of combination products by therapy area, 2006 28
Figure 1.2: Key combination product strategies 29
Figure 2.3: Key cardiovascular combination product strategies 40
Figure 3.4: Key respiratory combination product strategies 48
Figure 4.5: Key diabetes combination product strategies 56
Figure 6.6: Key women’s health combination product strategies 70
Figure 8.7: Diovan, Diovan HCT/Co-Diovan sales, 2002-2006 86
Figure 8.8: Avandia, Avandamet and Avandaryl sales, 2002-2006 88
Figure 8.9: Advair/Seretide, Flovent/Flixotide and Serevent sales, 2002-2006 90
Figure 8.10: Kaletra sales, 2002-2006 92
Figure 8.11: Vytorin, Zetia and Zocor sales, 2002-2006 94
List of Tables
Table 1.1: Leading brand extension combination products, 2006 25
Table 1.2: Leading brand extension combination products, 2006 26
Table 1.3: Leading franchise development combination products, 2006 27
Table 2.4: Leading brand extension combination products in the cardiovascular market, 2004-
2006 34
Table 2.5: Leading franchise development combination products in the cardiovascular market,
2004-2006 35
Table 2.6: Recently approved combination products in the cardiovascular market, 2005-2007 36
Table 2.7: Future combination products in development for the cardiovascular market, 2007 38
Table 3.8: Leading brand extension combination products in the respiratory market, 2004-2006 44
Table 3.9: Leading franchise development combination products in the respiratory market, 2004-
2006 44
Table 3.10: Recently approved combination products in the respiratory market, 2005-2007 45
Table 3.11: Future combination products in development for the respiratory market, 2007 46
Table 4.12: Leading brand extension combination products in the diabetes market, 2004-2006 52
Table 4.13: Recently approved combination products in the diabetes market, 2005-2007 53
Table 4.14: Future combination products in development for the diabetes market, 2007 54
Table 5.15: Leading franchise development combination products in the HIV market, 2004-200660
Table 5.16: Recently approved combination products in the HIV market, 2005-2007 61
Table 6.17: Leading brand extension combination products in the women’s health market, 2004-
2006 65
Table 6.18: Leading franchise development combination products in the women’s health market,
2004-2006 66
Table 6.19: Recently approved combination products in the women’s health market, 2005-2007 67
Table 6.20: Future combination products in development for the women’s health market, 2007 68
Table 7.21: Leading brand extension combination products in other therapeutic markets, 2004-
2006 74