The pharmaceutical marketplace is characterized by rapid change, bringing inherent risk to new drug launches and marketing. Decision Resources, Inc., announces a new study that focuses on drug marketing in the cardiovascular (CV) arena, The Marketing Environment for Cardiovascular Agents. This study scrutinizes the strategic issues surrounding the positioning of specific agents within a multitude of CV drug classes, for various indications, within the major pharmaceutical markets (United States, France, Germany, Italy, Spain, United Kingdom, and Japan).

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Despite the increasing size of the CV market, the global CV arena has become very competitive in recent years. The large potential market and the overlapping nature of CVD pathophysiologies and treatment practices (i.e., the same drugs are often used to treat multiple indications) have spurred considerable R&D activity that has produced many drugs, which now crowd several drug classes and heighten the need to differentiate products and develop niches for particular CV offerings. Launching a blockbuster agent in this arena is more difficult now than ever. Nevertheless, because the size of prevalent CVD populations is so large, mega-rewards may still be realized by pharmaceutical companies that can produce truly novel agents that have wide utility and that offer additional advantages over existing therapies.

The CV arena differs from other therapeutic areas in several critical ways; thus, savvy CV drug marketers must pay close attention to the following trends:

  -- Cost pressures will continue, reimbursement will rest on more stringent   criteria, and pharmacoeconomics data will increasingly be demanded to win   drug approval and gain widespread use.   -- There will be a continued trend toward improving patients' lifestyles   and therapy compliance so as to reduce disease.   -- The growing elderly population is likely to have more risk factors and   coexisting conditions such as diabetes and heart failure.  The market   will, therefore, become more complicated, demanding the development of   more combination therapies to address more complex medical needs and   manage patients' overall risk portfolios.   -- Patients will have greater access to health information via the   Internet and direct-to-consumer advertising; thus, they will have higher   expectations about management of disease.   -- Companies will need to understand which diagnostics in development or   on the market could facilitate use of particular therapies.  Partnerships   that can effectively manage this synergy could be highly effective   marketing alliances.   -- Diagnosis and risk stratification utilizing genomic markers could have   the greatest effects on both the development and marketing sides of the CV   arena.  

The Marketing Environment for Cardiovascular Agents is part of Cardium, a multiclient service that evaluates the commercial potential of cardiac drugs in research and development.

Contact: Frank Sama, 781.487.3753 (telephone), 781.487.5750 (fax), or (e-mail). In Europe, contact Ms. Francoise Bidart, +32.2.351.4082 (telephone), +32.2.351.2347 (fax), or (e-mail). In Japan, contact Ms. Makiko Yoshimoto, +81.3.5401.2615 (telephone), +81.3.5401.2617 (fax), or (e-mail).

Decision Resources, Inc., is a world leader in research publications, advisory services, and consulting designed to help clients shape strategy, allocate resources, and master their chosen markets. Founded as a subsidiary of Arthur D. Little, Inc., the company has provided strategic information services for 30 years, assessing industry trends in the international health care and pharmaceutical industries. Drawing on an international network of experts, Decision Resources offers its clients the most comprehensive analyses of therapy markets available.


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SOURCE: Decision Resources, Inc.

Contact: Frank Sama of Decision Resources, Inc., 781-487-3753,

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