Commercial Insight: Osteoporosis - Risk management and reformulation offer best defense against generic onslaught
Description:
Introduction
The osteoporosis market is due a major upheaval when market leader Fosamax (alendronate) loses its US patent. The resultant heightened competition will force market players to implement radical lifecycle management strategies to safeguard their franchise revenue. New market entrants provide further complexity to the competitive landscape but will also drive market growth over the next ten years.
Scope
This report focuses on the leading therapies used in osteoporosis, with sales and volume country- and indication-specific forecasts to 2016 Assessment of current and future opportunities and threats in the osteoporosis market across the seven major pharmaceutical markets Future market events that are expected to affect drug revenues are discussed and quantified for each of the seven major markets Lifecycle management case studies show how previously successful strategies should be applied in today's market
Highlights
Reformulations of marketed products have helped rejuvenate the calcitonin and bisphosphonate markets amid genericization. Arguably the most exciting is the Roche's Boniva (ibandronate) reformulation which will generate substantial revenue as both an oral monthly and injectable quarterly product.
Following a number of recent reports that have concluded that vitamin D and calcium supplementation decreases the risk of cancer there is further support for the strategy to include a popular supplementary medication as either a combination pill or separately within the prescription brand packaging.
Eli Lilly has successfully launched two very different therapies to treat osteoporosis. Evista (raloxifene) and Forteo (teriparatide) The two products have been successful, being the third and fourth highest selling products on the osteoporosis market. In 2006, Evista generated sales of $739m and Forteo returned revenue of $574m.
Reasons to Purchase
Assess the impact of events such as patent expiries and new product launches on the osteoporosis sales of key marketed products Quantify the future size of the osteoporosis market, in terms of volume and value, in each of the seven major markets Identify key lifecycle management strategies that can ensure long term growth in the competitive osteoporosis market
Note:
The report listed above is published by
Datamonitor, a third party not affiliated with The Healthcare Sales & Marketing Network.
Datamonitor is solely responsible for its content.
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