Decision Resources and Millennium Research Group have released a new report that forecasts Sepracor's Lunesta will lead the insomnia drug market in market share by 2010. Lunesta is expected to reach blockbuster status by that year as well. This success did not come about without a lot of effort from Sepracor. The company embarked on an unprecedented post-marketing and direct-to-consumer effort for Lunesta that has driven market share, but full benefits from the campaign will be felt after 2009 when Sanofi-Aventis' Ambien CR loses its US market exclusivity. By 2011, Lunesta will lead in brand sales, making up 21.6 percent of the total market.

The report also finds that Sanofi-Aventis, who dominated with 67.3 percent of the total insomnia market in 2006, will attempt to remain a leading player in the market after the generic erosion of its Ambien franchise. Sanofi- Aventis will be the first competitor to launch a 5-HT2 antagonist, eplivanserin, in 2009, and its follow-on 5-HT2 antagonist volinanserin in 2011. Although neither product will reach the sales status of Ambien, they will still allow Sanofi-Aventis to retain 14.5 percent of the insomnia market in 2011.

"Eplivanserin will most likely be indicated for sleep maintenance insomnia, not sleep initiation, and will likely not be scheduled as a controlled substance in the US," said Natalie Taylor, Ph.D., analyst at Decision Resources. "We believe the company will tailor its marketing efforts for eplivanserin to reach elderly patients suffering from chronic primary insomnia and who are more susceptible to the side effects of hypnotics."

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 the 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, five-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, price for all drugs      over five years, impact of generics   -- Analysis of promotional spend for each product   -- Selling strategies based on clinical trials   -- Prevalent and diagnosed population by country    About Millennium Research Group 

Millennium Research Group (, part of the Decision Resources, Inc., family, is a leading provider of strategic information to the healthcare sector. Focused on the medical device, pharmaceutical, and biotechnology industries, the company provides clients its specialized industry expertise through published reports and customized consulting services.

About Decision Resources

Decision Resources, Inc., ( is a world leader in healthcare market research publications, advisory services, and consulting designed to help clients shape strategy, allocate resources, and master their chosen markets.

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

  Elizabeth Marshall   Decision Resources, Inc.   781-296-2563 

First Call Analyst:
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SOURCE: Decision Resources

CONTACT: Elizabeth Marshall of Decision Resources, Inc.,

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