Full Title: Commercial and Pipeline Perspectives: Upper GI Disorders - Life Cycle Management Key as Generics and OTC Threaten Growth
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Introduction The blockbuster PPI class in the US has been exposed to both generic and OTC competition. The impact of these events will shape the dynamics of the PPI market in the near and medium term, as the marketers of PPIs fight to maintain patent protection, prescription status, and formulary positioning. Meanwhile, a new generation of therapies is in development: a new class of fast acting APAs. Scope - Life cycle management and product positioning case studies on formulary status, reformulation, and the role of iv PPIs
- Analysis of GERD/PUD product pipeline from Phase I to Phase III, including trial results and opinion leader insight
- Seven country sales forecasts to 2014
- Transcripts of interviews with key GERD/PUD opinion leaders in the US and UK
Highlights Discounting of Protonix iv drives uptake of oral Protonix. Large purchasers are offered iv and oral Protonix as a "bundle": deep discounts are offered if purchasers buy both formulations and commit to high levels of use of oral Protonix. Sales of Protonix iv are small, but the formulation’s value to the brand is in driving uptake of oral Protonix. In the US, Protonix enjoys the best health insurance formulary status of any branded prescription PPI. Protonix’s favorable formulary status is driven by deep discounting to volume purchasers. Research shows that increases in patient copays for PPIs lead to reductions in use of 17-33%, making favorable formulary status crucial. Despite the availability of OTC and generic omeprazole, AstraZeneca’s GI franchise remains strong. Prilosec sales continued to fall in 2003, but Nexium was the market share winner, rather than generic and OTC competitors. Competitor PPIs meanwhile are using reformulations and patent defense strategies to extend product life cycles. Reasons to Purchase - Understand the impact of generic and OTC PPIs and how companies are positioning products to maximize growth
- Appreciate the opportunities available for in licensing of potential blockbuster successor products in the PPI and APA classes
- Explore life cycle management strategies that help to defend branded prescription PPI revenues against generic and OTC erosion
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