Prexige Innovative Strategies To Ensure Commercial Gain

Introduction

If blockbuster revenues are to be realized, Novartis needs to be innovative, especially as Prexige (lumiracoxib) is the sixth COX-II inhibitor brand to enter this stagnating market. Novartis is currently addressing the main issue of CV safety with the ongoing TARGET study, although other issues need to be considered to ensure optimum growth. 

Scope

Analysis of the global COX-II inhibitor market, with emphasis on key opportunities and barriers top growth 

Predicted outlook for Prexige through analysis of clinical trial data, company strategy, and competitive activity, while providing key recommendations 

Forecasts of COX-II inhibitor brand sales to 2011, with scenario forecasts to provide extra insight into potential market dynamics  

Report Highlights

The success of Prexige will largely depend on its safety profile and the ability of Novartis to differentiate this product and promote it aggressively among physicians.  

The results of the TARGET study will be key in positioning this product in the arthritis market, which is rapidly becoming saturated. However, on a platform of improved CV safety over rivals, Prexige will be able to gain a share of other key markets, such as acute and chronic pain. 

Reasons to Purchase

Understand why Novartis has implemented an enormous clinical development program, which will ultimately involve over 30,000 arthritis/ pain patients

Define what is needed to differentiate a COX-II inhibitor and thus compete in a market dominated by pharmaceutical giants Merck and Pfizer 

Optimize product positioning by understanding strategies being employed by Novartis to ensure blockbuster revenues within the next eight years 

Publisher: Datamonitor CNS Central Nervous System Reports 

To order go to this URL: http://www.bioportfolio.com/cgi-bin/acatalog/Datamonitor_CNS.html#a98