Decision Resources, one of the world's leading research and advisory firms for pharmaceutical and healthcare issues, identifies a segment of safety-minded physicians who are the most likely to rapidly adopt emerging brands with a novel mechanism of action when compared with other physician segments in the analysis. Thirty percent of physicians surveyed fall into the safety-minded physician segment and report their top drivers of brand choice when prescribing a drug for asthma include the drug's risk of life-threatening side effects, risk of severe side effects and a long-term safety record.

According to the new report, Brand Perception Series: Physician Segmentation in Asthma, physicians report the greatest need in asthma treatment is for a drug with a novel mechanism of action. The safety-minded physician segment contains the greatest percentage of surveyed physicians who say they are familiar with such agents, including Aerovance's Aerovant, GlaxoSmithKline's Bostria and Ception Therapeutics/Cephalon's Cinquil.

More than half of surveyed physicians in the safety-minded segment say they currently prescribe Sepracor/Nycomed's Alvesco, the newest of inhaled corticosteroids (ICS). The safety-minded physician segment is also a high-volume segment, treating more asthma patients per month and writing more prescriptions for asthma medications per week than other segments in the analysis.

"Surveyed safety-minded physicians' use of Alvesco and their familiarity with emerging brands with a novel mechanism of action indicate they may more readily use these novel emerging brands despite their concern with long-term safety, especially if the mechanism of action is considered safe," said Decision Resources Analyst Amanda Puffer, M.Sc. "Considering safety-minded physicians' use of current brands and the patient populations they treat, these physicians may be a good target for emerging brands with a novel mechanism of action."

About Brand Perception Series: Physician Segmentation

Brand Perception Series: Physician Segmentation identifies key physician segments to uncover targeted opportunities for current and emerging drug brands. This series offers a fresh look at a competitive drug market by analyzing physician perception of current and emerging drugs using unique physician profiles that will help biopharmaceutical companies understand and size market opportunities.

About Decision Resources

Decision Resources ( is a world leader in market 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.

About Decision Resources, Inc.

Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at

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  For more information, contact:    Decision Resources                        Decision Resources, Inc.   Lisa Osgood                               Christopher Comfort   781-993-2606                              781-993-2597           

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CONTACT: Lisa Osgood of Decision Resources, +1-781-993-2606,; or Christopher Comfort of Decision Resources, Inc.,

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