 Brands & Strategies --
December 2007
 In This Issue...
Introduction
In 2006, the
CRC market, valued at over $7 billion in the US, Europe, and Japan, was led by the chemotherapeutic platinum agent, Sanofi-Aventis’ Eloxatin. Five existing drug classes, including the recently introduced targeted EGFR and VEGFR inhibitors,
make for a competitive market. Over the 2006-2011 forecast period, the value of
the CRC market will remain relatively stable owing to the combined effects of
generic erosion, growth of existing targeted biologics, and launch of new small-molecule
targeted therapies.
Questions Answered in This Report
- Two of the top three leading agents in CRC—Sanofi-Aventis’ Eloxatin and Pfizer’s
Camptosar—will face generic erosion before 2011. The market share of Eloxatin
will fall from approximately 30% to less than 10% in 2011. How will
Sanofi-Aventis and Pfizer fare in the market following the patent expiry of
their leading brands?
- Roche/Genentech’s VEGFR inhibitor Avastin will become the leading brand in CRC treatment by 2011 and
Bristol-Myers Squibb’s EGFR inhibitor Erbitux will also reach blockbuster
status. However, the third biologic launched in the market, Amgen’s Vectibix, will
only show modest growth. How do these biologics differ from each other? What
are physician perceptions of each? How are the marketing companies
differentiating their products?
- Two novel small-molecule targeted therapies, AstraZeneca’s Recentin and Pfizer’s Sutent,
are expected to launch for CRC by 2011. How will the availability of these
novel oral agents alter physicians’ prescribing habits? Which emerging drug has
the potential to compete with Avastin? Will other products in development
change the competitive landscape by 2011?
- CRC is part of the broad oncology field. How does CRC fit into the wider oncology
therapeutic area of companies in the market? What strategies are being pursued by
competitors 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 Sanofi-Aventis, Roche/Genentech,
Pfizer, BMS/ImClone, and Amgen; and the emerging competitor AstraZeneca.
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 CRC market based on a custom survey of 50
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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