Chronic obstructive pulmonary disease (COPD) is a progressive lung disorder and the third-leading cause of death in the United States. No currently available therapy treats the underlying cause of the disease, but a growing assortment of bronchodilators and anti-inflammatory agents are available to treat the symptoms, intensifying the competition in this market. With the availability of newer agents, including GlaxoSmithKline/Theravance’s Breo and GlaxoSmithKline/Theravance’s Anoro, the treatment landscape will have an impact on the long-established market leaders—Boehringer Ingelheim’s Spiriva, GlaxoSmithKline’s Advair, and AstraZeneca’s Symbicort. This report provides a comprehensive review of the current and anticipated management of COPD based on primary research with pulmonologists; it explores the use of short- and long-acting bronchodilators, these agents’ patient and market share, the perceived strengths and weaknesses of the key brands, barriers to more-widespread uptake, and sales force performance. In addition, respondents are queried about their awareness of, and interest in, fixed-dose combinations in development for COPD.

Questions Answered in This Report:

  • With multiple agents available in each drug class, physicians now have more choices regarding which bronchodilator to prescribe to their COPD patients. What are the current and anticipated patient shares of the approved treatments, including the recently launched Breo, Anoro, GlaxoSmithKline’s Incruse, and Boehringer Ingelheim’s Striverdi? How do prescribing preferences differ between the different severities of COPD? What is driving and what is hindering product adoption and broader drug use?

  • The various members of each drug class differ in attributes such as dosing frequency, cost, and efficacy in reducing exacerbations. How do surveyed pulmonologists rate various attributes related to COPD products? Which brands are perceived as the best for each attribute? How do newer brands fare against more-established products on individual attributes?

  • As competition increases, promotional messages to differentiate rival brands and to educate patients on how to use new brands may become more important in physicians’ prescribing decisions. How are sales force teams from the leading COPD brands interacting with pulmonologists, and what messages are they delivering for key brands? Which sales representatives excel at conveying information about their respective brand?

  • Several novel fixed-dose combinations of bronchodilators were recently approved or are in late-stage development. Are pulmonologists familiar with emerging bronchodilators? Which emerging therapies do they believe will be most useful to their practice?


Markets covered: United States.

Primary research: Online survey of 100 U.S. pulmonologists.

Emerging therapies: Phase III: 4 drugs; registered: 1 drug.

Author(s): Colleen E. Albacker, Ph.D.

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