Decision Resources, one of the world's leading research and advisory firms for pharmaceutical and healthcare issues, reports that Lundbeck acquired European marketing rights to Myriad Genetics' Flurizan in May of 2008 in a timely move as its own Namenda/Ebixa faces patent expiry in 2014. First-to-market advantage among disease-modifying drugs combined with a positive safety profile, positions Flurizan to be received favorably among physicians and patients alike. According to the new Brands & Strategies report entitled Brands & Strategies: Alzheimer's Disease, although it is anticipated that by 2012 Lundbeck will fall from sixth to eighth position among Alzheimer's disease competitors due to the strength of emerging competitors' agents, the company will experience an overall upward growth trend as a result of projected Flurizan sales.
"The acquisition of Flurizan was a bold strategic move by Lundbeck, but if the agent is proven efficacious, the agreement will allow Lundbeck to maintain a solid presence in the Alzheimer's disease market for many years," said Nicole Westphal, Ph.D., analyst at Decision Resources.
The report also finds that physicians are the most trusted and frequently used source of information for Alzheimer's disease according to a survey of caregivers. As the treatment options change, physician acceptance will be the key driver of therapy adoption. By 2012, diagnosis and treatment of Alzheimer's disease patients will change dramatically owing to the emergence of disease-modifying drugs. Physician education will be a critical step in the adoption of these emerging therapies.
"The majority of surveyed U.S. physicians were not familiar with Flurizan, suggesting that Myriad will have to aggressively educate physicians about the drug's benefits prior to launch," continued Dr. Westphal. "Well-designed clinical trials with relevant trial end points combined with a well-trained and highly knowledgeable sales force are both essential for a company to effectively promote a current or emerging Alzheimer's disease therapy to physicians."
About Brands & Strategies
Brands & Strategies is the first and only report series to bring together all of the competitive information elements biopharmaceutical companies need to make informed decisions about their products and best next-steps. Each report includes the following:
-- Physician perceptions of companies and brand attributes -- Physician preference for sources of information -- Physician opinion of future strategies, messaging and upcoming events -- Overview of competitive landscape -- Pipeline analysis by company within a specific disease -- SWOT analysis on each brand -- Brand lifecycle strategy, including clinical trial competitive analysis -- Trend analysis of brand-specific messaging -- Brand-specific, event-driven, 5-year annualized market forecast
-- Country-specific, event-driven market share projections by company and brand
-- Drug class and brand vs. generics sales by country -- Pricing analysis with company-specific strategy -- Reimbursement environment by region -- Analysis of promotional spend for each product -- Potential marketing strategies based on ongoing clinical trials -- Prevalent and diagnosed population by country About Decision Resources
Decision Resources (www.DecisionResources.com) is a world leader in research publications, advisory services and consulting designed to help clients shape strategy, allocate resources and master their chosen markets. Decision Resources is a Decision Resources, Inc. company.
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SOURCE: Decision Resources
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