 Brands & Strategies --
June 2008
 In This Issue...
Introduction
In 2007, the Alzheimer’s disease (AD) market, valued at more
than $3 billion in the United States, Europe, and Japan, was led by sales of
Eisai/Pfizer’s Aricept. The growth of all the currently available agents will
decline by the end of our forecast, a combined effect of generic entry and
competition from newly emerging agents. Significant unmet clinical need exists
and provides an attractive commercial opportunity for new AD treatments that
demonstrate superior efficacy over currently available treatments, with the
greatest opportunities for agents demonstrating disease modification. Three new
therapies--Elan/Wyeth’s bapineuzumab, Eli Lilly’s LY-2062430, and Medivation’s
Dimebon--are set to enter the market by 2012. The launch of these drugs will
shift the AD treatment landscape away from traditional symptomatic therapies
and toward higher-priced, innovative disease-modifying agents. As AD treatment
patterns shift, physician education and awareness of these emerging factors
will be a critical step in their adoption. By the end of our study period,
bapineuzumab will dominate the AD market, and its growth will help drive the
market to reach $3.7 billion in 2012.
Questions Answered in This Report
In 2007, the AD market was dominated by Aricept’s makers,
Eisai and Pfizer, commanding more than half of the AD market share. How have
Eisai and Pfizer secured such a dominant market share for Aricept? How will
Eisai and Pfizer fare in the market following the patent expiry of their
leading brand? What can the emerging competitors learn from Eisai and Pfizer’s
strategies to ensure the successful promotion of their novel agents in the AD
market?
With novel therapies emerging, product marketing will be
central to agent uptake. Our primary research indicates that physicians and AD
patient caregivers respond to a discrete set of information channels. What
sources of marketing spend provide the highest return? Do physicians and
caregivers respond to different channels of information? Which brand messages
resonate and which are forgettable?
Physicians have long favored Aricept as their AD agent of
choice. Why do physicians favor Aricept, and what do physicians think about the
attributes of other currently marketed agents? What are the perceived
advantages and/or disadvantages of emerging therapies versus available
therapies?
Wyeth/Elan’s bapineuzumab is expected to become an AD
blockbuster and has the potential to radically change the AD market dynamics. Which
emerging drugs have the potential to compete with bapineuzumab? What is the
annualized forecast for current and emerging AD brands? What strategies will
Elan and Wyeth pursue to secure a dominant market position in AD by the end of
the forecast period?
Three new agents will enter the AD market by 2012: Elan/Wyeth’s
bapineuzumab, Eli Lilly’s LY-2062430, and Medivation’s Dimebon. Two of these
agents have potential disease modifying activity. How will the availability of
these novel agents alter physicians’ prescribing habits? Which competing brands
will be most affected?
Scope
Markets Covered: United States, France, Germany, Italy, Spain, United Kingdom, and Japan.
Competitive Analysis: Detailed discussion of major
competitors, including Pfizer, Eisai, Novartis, Johnson & Johnson
(Ortho-McNeil Neurologics and Janssen), Lundbeck, and Forest Laboratories;
discussion of emerging competitors, including Wyeth, Elan, Eli Lilly, and
Medivation, with an analysis of each company’s Alzheimer’s disease product
portfolio, strategic positioning, and development pipeline. The report features
an in-depth discussion of leading brands, sales and market position, strengths/weakness/opportunities/threats
(SWOT) analysis, ongoing postmarketing clinical trials, and strategic
initiatives.
Physician Perception of Key Brands: Analysis of physician perceptions
of the Alzheimer’s disease market based on a custom survey of 50 U.S.-based physicians.
The survey is brand-focused and examines physician perceptions of key competitors,
brand attributes, messaging, and uptake of emerging agents.
Caregiver Perception of Key Brands: Analysis of caregiver
perceptions of the Alzheimer’s disease market based on a custom survey of 134
Alzheimer’s patient caregivers. The survey is brand-focused and examines
caregiver’s perceptions of current brands, response to messaging, and unmet
needs.
Epidemiology: Total prevalent and diagnosed cases for Alzheimer’s
disease in each of the major markets under study are presented for 2007 and
2012. Total drug-treated Alzheimer's disease cases in each of the major markets
are presented in an annualized forecast from 2007 to 2012.
Market Forecast: Annualized sales forecasts for branded
agents, including the uptake of new agents, presented by region, indication,
formulation, and brand from 2007 to 2012.
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