 Brands & Strategies --
December 2007
 In This Issue...
Introduction
In 2006, the NSCLC market,
valued at over $3 billion in the US, Europe, and Japan, was led by the chemotherapeutic
taxane, Sanofi-Aventis’ Taxotere. Five existing drug classes, including the
recently introduced targeted EGFR and VEGFR inhibitors, make for a competitive
market; nonetheless, significant unmet clinical need exists and provides an
attractive commercial opportunity for new NSCLC treatments that demonstrate
superior efficacy and safety over currently available treatments. Five new targeted
therapies—including BMS’ Erbitux, Bayer Schering’s Nexavar, and Merck Serono’s
novel immunotherapy—are set to enter the market before 2011. The launch of
these drugs, as well as the increased uptake of Roche/Genentech’s Tarceva and
Avastin, will shift the treatment landscape of NSCLC away from traditional
chemotherapy and toward high-priced, innovative targeted agents. By the end of
the forecast period, Avastin will dominate the NSCLC treatment market and its
growth will help drive the market to reach $5.5 billion in 2011.
Questions Answered in This Report
- Eli Lilly led the NSCLC market in
2006, with a market share of nearly 30%; followed closely by Roche/Genentech
with 27% and Sanofi-Aventis with 24%; however, in 2011 Roche/Genentech will hold
nearly 40% of the market and approximately 4 times more than its next nearest
competitor. What strategies will Roche/Genentech follow to secure a dominant
market position in NSCLC by the end of the forecast period?
- Three of the top four leading
agents in NSCLC—Sanofi-Aventis’ Taxotere and Eli Lilly’s Alimta and Gemzar—will
face generic erosion before 2011. How will Sanofi-Aventis and Eli Lilly fare
in the NSCLC market following the patent expiry of their leading brands?
- Oncologists now have the option of
targeted NSCLC treatment with EGFR and VEGFR inhibitors, in addition to the
traditional chemotherapeutic agents. How has the availability of these novel
agents altered physicians’ prescribing habits, and which competing brands will
be most affected?
- Roche/Genentech’s Avastin is
expected to become NSCLC’s first blockbuster and has the potential to radically
change the NSCLC market dynamic. Which emerging drugs have the potential to
compete with Avastin? How promising are other products under development in the
major competitors’ pipelines?
- NSCLC is part of the broad
oncology field. How does NSCLC fit into the wider oncology market? What strategies
are competitors in NSCLC pursuing to achieve success in oncology as a whole?
Scope
Markets Covered: United States, France, Germany, Italy, Spain, United Kingdom, and Japan.
Competitive Analysis: Detailed discussion of
major competitors including Eli Lilly, Roche/Genentech, and Sanofi-Aventis;
other competitors Bristol-Myers Squibb and AstraZeneca; and the emerging
competitors Bayer Schering and Merck Serono. Included is an analysis of each
company’s oncology product portfolio, strategic positioning, and development
pipeline in oncology. The report features an in-depth discussion of leading
brands including sales and market position, SWOT analysis, and strategy
initiatives.
Physician Perception of Key Brands: Analysis of
physician perceptions of the NSCLC market based on a custom survey of 51
U.S.-based oncologists. The survey is brand-focused and examines physician
perceptions of key competitors, brand attributes, messaging, and uptake of
emerging agents.
Epidemiology: Total incident and drug-treatable cases for each of
the major markets are presented in an annualized forecast from 2006 to 2011.
Market Forecast: Annualized sales forecasts
for branded agents presented by region, drug class, molecule, and brand for
2006 to 2011, including generic erosion and the uptake of new agents.
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