Decision Resources, Inc., one of the world's leading research and advisory firms focusing on pharmaceutical and healthcare issues, finds that AstraZeneca's Seroquel will overtake GlaxoSmithKline's Lamictal as the gold standard in the treatment of bipolar depression by 2010. According to the new DecisionBase report entitled Bipolar Depression: Turning Physician Insight into Projected Market Share, Seroquel's advantages over Lamictal include the more profound effect on depressive symptoms seen in short-term trials. The drug's efficacy on this measure differentiates it from other therapies, according to thought-leading psychiatrists, and the importance assigned to this measure by prescribing psychiatrists drives Seroquel's product score above Lamictal's.*

The report also sizes other opportunities in this market, based on prescribing psychiatrists' satisfaction with currently available agents.

"During the next 10-15 years, we expect that only two other therapies will receive labeling for the treatment of bipolar depression: BMS/Otsuka's Abilify and Wyeth/Solvay/Lundbeck's bifeprunox," said Kate Hohenberg, principal director at Decision Resources. "Neither drug has yet demonstrated a notable improvement in efficacy over currently available atypical antipsychotics in the treatment of schizophrenia or bipolar disorder, but we still expect them to have a market. Abilify exhibits a much lower risk of sedation and somnolence than the atypical antipsychotics according to pooled clinical trial data in its product insert, and our target product profile research reveals an opportunity for this agent as well. We expect bifeprunox will share this characteristic."

About Bipolar Depression: Turning Physician Insight into Projected Market Share

Bipolar Depression: Turning Physician Insight into Projected Market Share covers the current and future state of the bipolar depression drug market. The report includes the following:

  -- More than 3,000 physician responses that define the drug attributes      that drive prescription, now and in the future.      -- Clinical endpoint tradeoffs that are most influential to physicians.      -- Areas of unmet need with highest potential.      -- Benchmark trial results for specific drug opportunities.      -- Patient share potential for emerging therapies and target product         profiles.   -- Decision Resources' proprietary analysis of commercial factors that      accelerate or constrain a drug's market potential.      -- Promotion: DTC spend, detailing intensity.      -- Reimbursement: formulary tier, prior approval restriction, quantity         limits.      -- Labeling: black box warnings, approved patient segments,         contraindications.      -- Competition: order of entry, pricing, generic entry, pipeline sales         forecast.      -- Medical practice: decision trees, treating physician type, line of         therapy.   -- Comparisons of the key clinical attributes of current and emerging      therapies in the areas of efficacy, safety, and delivery.   -- Analysis and supporting data that identify the clinical "Gold Standard"      now, and over the next ten years.   -- Key insights as to which clinical end points have the greatest      influence on physician decision-making.  

The report can be purchased by contacting Decision Resources. Members of the media may request a complimentary copy or an interview with an analyst.

About Decision Resources

Decision Resources, Inc., ( 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.

*For more information on the methodology behind product scores, please contact Decision Resources.

All company, brand, or product names contained in this document may be trademarks or registered trademarks of their respective holders.

  For more information, contact:   Elizabeth Marshall   Decision Resources, Inc.   781-296-2563 

SOURCE: Decision Resources, Inc.

CONTACT: Elizabeth Marshall of Decision Resources, Inc.,
+1-781-296-2563, or

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