品牌及策略：第II型糖尿病

本報告已在2011年12月21日停止出版。

簡介

目錄

Abstract

Introduction

In 2006, the type 2 diabetes market, valued at over $12 billion in the US, Europe, and Japan, was dominated by the two blockbuster PPAR-gamma agonists, Takeda' s Actos and GlaxoSmithKline' s Avandia. Nine existing drug classes, including the recently introduced GLP-1 analogues and the DPP-IV inhibitors, make for a crowded and competitive market; nonetheless, significant unmet clinical need exists and provides an attractive commercial opportunity for new treatments that demonstrate superior efficacy and safety over currently available treatments. A total of 14 new agents--including four new GLP-1 analogues, four new DPP-IV inhibitors, and the novel SGLT inhibitors--are set to enter the market before 2011. The launch of these drugs, as well as increased uptake of Eli Lilly' s Byetta (exenatide) and Merck' s Januvia (sitagliptin), will impact current diabetes treatment and contribute to revenue growth, driving the type 2 diabetes market to reach over $18 billion in 2011.

Questions Answered in This Report

• - Takeda led the type 2 diabetes market in 2006, with a market share of nearly 25%; followed closely by GlaxoSmithKline with over 20%. How will Takeda secure its dominant market position over the forecast period? How will GlaxoSmithKline fare in the type 2 diabetes market following the Avandia controversy?
• - Primary care physicians have a myriad of treatment options for type 2 diabetes and will see the emergence of several novel agents launching over the forecast period. What do physicians identify as the key attributes of currently marketed agents? What are the perceived advantages and/or disadvantages of emerging therapies versus available therapies?
• - PPAR-gamma agonists are currently blockbusters in type 2 diabetes therapy; however, developing GLP-1 analogues, DPP-IV inhibitors, and novel SGLT inhibitors have the potential to radically change the diabetes market dynamic. What products are being developed in the major competitors' pipelines? How will emerging drugs perform if approved for type 2 diabetes treatment?
• - 2005 saw the launch of Eli Lilly' s first-in-class GLP-1 analogue, Byetta, and Merck' s first-in-class DPP-IV inhibitor, Januvia, launched in 2006. How has the availability of these novel agents altered physicians' prescribing habits, and which competing brands will be most affected?

Scope

• Markets Covered: United States, France, Germany, Italy, Spain, United Kingdom, and Japan.
• Competitive Analysis: Detailed discussion of major competitors including Takeda, GlaxoSmithKline, Novo Nordisk, Eli Lilly, and Amylin; other competitors Bristol-Myers Squibb, Sanofi-Aventis, Novartis, and Merck; and the emerging competitors Metabolex, Daiichi Sankyo, Boehringer Ingelheim, and Roche. Included is an analysis of each company' s diabetes product portfolio, strategic positioning, and development pipeline in type 2 diabetes. The report features an in-depth discussion of leading brands including sales and market position, SWOT analysis, and strategy initiatives.
• Physician Perception of Key Brands: Analysis of physician perceptions of the type 2 diabetes market based on a custom survey of 50 US-based primary care physicians. The survey is brand-focused and examines physician perceptions of key competitors, brand attributes, messaging, and uptake of emerging agents.
• Epidemiology: Total prevalent and diagnosed cases for each of the major markets are presented in an annualized forecast from 2006 to 2011.
• Market Forecast: Annualized sales forecasts for branded agents presented by region, drug class, molecule, and brand for 2006 to 2011, including the uptake of new agents.

Table of Contents

Executive Summary

Section 1: Introduction

• Report Scope
• Survey Methodology

Section 2: Disease Dynamics

• Type 2 Diabetes Background
• Prevalence and Diagnosis
  • Major Markets Statistics and Key Findings
  • US Statistics and Key Findings
  • Europe Statistics and Key Findings
  • Japan Statistics and Key Findings
• Prescribers
  • General Prescriber Trends
  • Key Drivers of Prescriber Decisions
• Reimbursement Issues
  • US
  • Europe
  • Japan
• Treatment Dynamics
  • Existing Therapies
  • Emerging Therapies

Section 3: Competitive Analysis

• Overview of Competitive Landscape
• Brand Overview
• Promotional Spending
• Physician Perceptions
  • Perceptions of Competitors in Type 2 Diabetes
  • Perceptions of Brands in Type 2 Diabetes

Section 4: Established Competitors

Takeda

• Strategic Overview
  • Diabetes Product Portfolio
  • Goals and Vision in Diabetes
  • Current Positioning
  • Market Strategy
  • Outlook
• Actos
  • Current Positioning
  • Actos Competitive Analysis
  • Key Brand Strategies
  • Future Positioning
• Glufast
  • Current Positioning
  • Future Positioning
• Emerging: alogliptin
  • Current Positioning
  • Future Positioning

GlaxoSmithKline

• Strategic Overview
  • Diabetes Product Portfolio
  • Goals and Vision in Diabetes
  • Current Positioning
  • Market Strategy
  • Outlook
• Avandia
  • Current Positioning
  • Avandia Competitive Analysis
  • Key Brand Strategies
  • Future Positioning
• Emerging: sergliflozin and 189075
  • Current Positioning
  • Future Positioning

Novo Nordisk

• Strategic Overview
  • Diabetes Product Portfolio
  • Goals and Vision in Diabetes
  • Current Positioning
  • Market Strategy
  • Outlook
• Prandin
  • Current Positioning
  • Prandin Competitive Analysis
  • Future Positioning
• Emerging: liraglutide
  • Current Positioning
  • Future Positioning

Eli Lilly

• Strategic Overview
  • Diabetes Product Portfolio
  • Goals and Vision in Diabetes
  • Current Positioning
  • Market Strategy
  • Outlook
• Byetta
  • Current Positioning
  • Byetta Competitive Analysis
  • Key Brand Strategies
  • Future Positioning

Amylin

• Strategic Overview
  • Diabetes Product Portfolio
  • Current Positioning and Outlook
• Symlin
  • Current Positioning
  • Future Positioning

Bristol-Myers Squibb

• Strategic Overview
  • Diabetes Product Portfolio
  • Current Positioning and Outlook
• Emerging: saxagliptin
  • Current Positioning
  • Future Positioning
• Emerging: dapagliflozin
  • Current Positioning
  • Future Positioning

Sanofi-Aventis

• Strategic Overview
  • Diabetes Product Portfolio
  • Current Positioning and Outlook
• Emerging: AVE-0010
  • Current and Future Positioning
• Emerging: AVE-2268
  • Current and Future Positioning

Section 5: Emerging Competitors

Novartis

• Strategic Overview
  • Diabetes Product Portfolio
  • Goals and Vision in Diabetes
  • Current Positioning
  • Market Strategy
  • Outlook
• Starlix
  • Current Positioning
  • Starlix Competitive Analysis
  • Future Positioning
• Emerging: Galvus
  • Current Positioning
  • Galvus Competitive Analysis
  • Future Positioning

Merck

• Strategic Overview
  • Diabetes Product Portfolio
  • Goals and Vision in Diabetes
  • Current Positioning
  • Outlook
• Januvia
  • Current Positioning
  • Januvia Competitive Analysis
  • Key Brand Strategies
  • Future Positioning

Metabolex

• Strategic Overview
  • Diabetes Product Portfolio
  • Goals and Vision in Diabetes
• Emerging: metaglidasen
  • Current Positioning
  • Future Positioning

Daiichi-Sankyo

• Strategic Overview
  • Diabetes Product Portfolio
  • Goals and Vision in Diabetes
• Emerging: rivoglitazone
  • Current Positioning
  • Future Positioning

Boehringer Ingelheim

• Strategic Overview
  • Diabetes Product Portfolio
  • Goals and Vision in Diabetes
• Emerging: BI-1356
  • Current Positioning
  • Future Positioning

Roche

• Strategic Overview
  • Diabetes Product Portfolio
  • Goals and Vision in Diabetes
• Emerging: BIM-51077
  • Current Positioning
  • Future Positioning

Section 6: Market Forecast

• Market Overview
  • Drug Sales by Region
  • Drug Sales by Class
• Type 2 Diabetes Market Forecast
  • PPAR Agonists
  • DPP-IV Inhibitors
  • GLP-1 Analogues
  • Meglitinides
  • Amylin Analogues
  • SGLT Inhibitors

Section 7: Appendix

• Acronyms and Abbreviations
• Methodology
  • Epidemiology
  • Market Forecast
  • Emerging Therapy Prices
  • Competitive Analysis Methodology

Table of Exhibits

Executive Summary

• Exhibit 1: Key Parameters of the Type 2 Diabetes Market
• Exhibit 2: Type 2 Diabetes Treatment Market ($US), Major Markets, 2006-2011
• Exhibit 3: Type 2 Diabetes Market Competitive Landscape, 2006 and 2011
• Exhibit 4: Leading Brands in the Type 2 Diabetes Market, 2006 and 2011
• Exhibit 5: Physician Ranked "Best" Type 2 Diabetes Market Competitors

Section 1: Introduction

• Exhibit 6: Surveyed Physicians' Years of Practice
• Exhibit 7: Surveyed Physicians' Patients per Month
• Exhibit 8: Surveyed Physicians' Geographic Distribution

Section 2: Disease Dynamics

• Exhibit 9: Clinical Progression of Type 2 Diabetes
• Exhibit 10: Existing Type 2 Diabetes Drugs, by Drug Class
• Exhibit 11: Prevalent and Diagnosed Type 2 Diabetes Cases, Major Markets
• Exhibit 12: Prevalent and Diagnosed Type 2 Diabetes Cases, US
• Exhibit 13: Prevalent and Diagnosed Type 2 Diabetes Cases, Europe
• Exhibit 14: Prevalent and Diagnosed Type 2 Diabetes Cases, Europe, Continued
• Exhibit 15: Prevalent and Diagnosed Type 2 Diabetes Cases, Japan
• Exhibit 16: Preferred Information Sources for Type 2 Diabetes Physicians
• Exhibit 17: Non-Clinical Factors that Influence Physicians' Drug Choice in Type 2 Diabetes
• Exhibit 18: US Formulary Status of PPAR Agonists
• Exhibit 19: US Formulary Status of Other Type 2 Diabetes Treatments
• Exhibit 20: Treatment Algorithm for Type 2 Diabetes
• Exhibit 21: Emerging Type 2 Diabetes Drugs, by Drug Class

Section 3: Competitive Analysis

• Exhibit 22: Leading Brands in the Type 2 Diabetes Market, 2006 and 2011
• Exhibit 23: Type 2 Diabetes Market Competitive Position, 2006 and 2011
• Exhibit 24: Type 2 Diabetes Market ($US), Branded Sales by Company, 2006-2011
• Exhibit 25: Label Comparisons for Leading Brands in Type 2 Diabetes, To-Date
• Exhibit 26: Price per Treated Day of Leading Brands in Type 2 Diabetes ($US), 2006
• Exhibit 27: Promotional Spend for Type 2 Diabetes Therapies, by Company, 2006
• Exhibit 28: Promotional Spend for Type 2 Diabetes Therapies, by Brand, 2006
• Exhibit 29: Physician Perception of the Most Influential Companies in Type 2 Diabetes
• Exhibit 30: Physician Ranked "Best" Type 2 Diabetes Market Competitors
• Exhibit 31: Top-of-Mind Brands Type 2 Diabetes Treatment

Section 4: Established Competitors

• Exhibit 32: Summary of Takeda' s Diabetes Product Portfolio
• Exhibit 33: Takeda' s Influence in Type 2 Diabetes
• Exhibit 34: Physician Perceptions of Takeda in Type 2 Diabetes
• Exhibit 35: Physician Preferences for Actos
• Exhibit 36: Physician Perceptions of Actos
• Exhibit 37: Ongoing Clinical Trials for Actos in Diabetes
• Exhibit 38: Ongoing Clinical Trials for Actos in Other Indications
• Exhibit 39: Actos Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 40: Actos Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 41: Actos Franchise Revenue ($US), by Country, 2006-2011
• Exhibit 42: Glufast Revenue ($US), by Country, 2006-2011
• Exhibit 43: Expected Alogliptin Revenue ($US), by Region, 2006-2011
• Exhibit 44: Expected Alogliptin Revenue ($US), by Country, 2006-2011
• Exhibit 45: Alogliptin' s Expected Price to Treat per Day
• Exhibit 46: Summary of GSK' s Diabetes Product Portfolio
• Exhibit 47: GSK' s Influence in Type 2 Diabetes
• Exhibit 48: Physician Perceptions of GSK in Type 2 Diabetes
• Exhibit 49: Physician Perceptions of Avandia
• Exhibit 50: Physician Concern of Associated Avandia Risks
• Exhibit 51: Ongoing Clinical Trials for Avandia
• Exhibit 52: Ongoing Clinical Trials for Avandia, Continued
• Exhibit 53: Clinical Trials for Avandia in Alzheimer' s Disease
• Exhibit 54: Avandia Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 55: Avandia Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 56: Avandia Franchise Revenue ($US), by Country, 2006-2011
• Exhibit 57: Expected Sergliflozin and 189075 Revenue ($US), by Country, 2010-2011
• Exhibit 58: Summary of Novo Nordisk' s Diabetes Product Portfolio
• Exhibit 59: Novo Nordisk' s Influence in Type 2 Diabetes
• Exhibit 60: Physician Perceptions of Novo Nordisk in Type 2 Diabetes
• Exhibit 61: Physician Perceptions of Prandin
• Exhibit 62: Prandin Revenue ($US), by Region, 2006-2011
• Exhibit 63: Prandin Revenue ($US), by Country, 2006-2011
• Exhibit 64: Expected Liraglutide Revenue ($US), by Region, 2006-2011
• Exhibit 65: Expected Liraglutide Revenue ($US), by Country, 2006-2011
• Exhibit 66: Liraglutide' s Expected Price to Treat per Day
• Exhibit 67: Summary of Eli Lilly' s Diabetes Product Portfolio
• Exhibit 68: Eli Lilly' s Influence in Type 2 Diabetes
• Exhibit 69: Physician Perceptions of Eli Lilly in Type 2 Diabetes
• Exhibit 70: Physician Perceptions of Byetta
• Exhibit 71: Ongoing Clinical Trials for Byetta
• Exhibit 72: Ongoing Clinical Trials for Byetta, Continued
• Exhibit 73: Ongoing Clinical Trials for Byetta in Obesity
• Exhibit 74: Byetta Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 75: Byetta Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 76: Byetta Franchise Revenue ($US), by Country, 2006-2011
• Exhibit 77: Summary of Amylin' s Diabetes Product Portfolio
• Exhibit 78: Amylin' s Influence in Type 2 Diabetes
• Exhibit 79: Physician Reasons for Not Prescribing Symlin
• Exhibit 80: Symlin Revenue ($US), by Region, 2006-2011
• Exhibit 81: Symlin Revenue ($US), by Country, 2006-2011
• Exhibit 82: Summary of BMS' Diabetes Product Portfolio
• Exhibit 83: Saxagliptin Revenue ($US), by Region, 2006-2011
• Exhibit 84: Saxagliptin Revenue ($US), by Country, 2006-2011
• Exhibit 85: Saxagliptin' s Expected Price to Treat per Day
• Exhibit 86: Expected Dapagliflozin Revenue ($US), by Country, 2006-2011
• Exhibit 87: Dapagliflozin' s Expected Price to Treat per Day
• Exhibit 88: Summary of Sanofi-Aventis' Diabetes Product Portfolio
• Exhibit 89: Expected AVE-0010 Revenue ($US), by Country, 2011
• Exhibit 90: Expected AVE-2268 Revenue ($US), by Country, 2011

Section 5: Emerging Competitors

• Exhibit 91: Summary of Novartis' Diabetes Product Portfolio
• Exhibit 92: Novartis' Influence in Type 2 Diabetes
• Exhibit 93: Physician Perceptions of Starlix
• Exhibit 94: Starlix Revenue ($US), by Region, 2006-2011
• Exhibit 95: Starlix Revenue ($US), by Country, 2006-2011
• Exhibit 96: Physicians' Enthusiasm for Galvus
• Exhibit 97: Expected Galvus Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 98: Expected Galvus Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 99: Expected Galvus Franchise Revenue ($US), by Country, 2006-2011
• Exhibit 100: Galvus' Expected Price to Treat per Day
• Exhibit 101: Summary of Merck' s Diabetes Product Portfolio
• Exhibit 102: Merck' s Influence in Type 2 Diabetes
• Exhibit 103: Physician Perceptions of Merck in Type 2 Diabetes
• Exhibit 104: Physician Perceptions of Januvia
• Exhibit 105: Physicians' Increasing Use of Januvia
• Exhibit 106: Ongoing Clinical Trials for Januvia
• Exhibit 107: Ongoing Clinical Trials for Januvia, Continued
• Exhibit 108: Januvia Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 109: Januvia Franchise Revenue ($US), by Brand, 2006-2011
• Exhibit 110: Januvia Franchise Revenue ($US), by Country, 2006-2011
• Exhibit 111: Summary of Metabolex' Diabetes Product Portfolio
• Exhibit 112: Expected Metaglidasen Revenue ($US), by Region, 2006-2011
• Exhibit 113: Expected Metaglidasen Revenue ($US), by Country, 2006-2011
• Exhibit 114: Metaglidasen' s Expected Price to Treat per Day
• Exhibit 115: Summary of Daiichi-Sankyo' s Diabetes Product Portfolio
• Exhibit 116: Rivoglitazone Revenue ($US), by Region, 2006-2011
• Exhibit 117: Rivoglitazone Revenue ($US), by Country, 2006-2011
• Exhibit 118: Rivoglitazone' s Expected Price to Treat per Day
• Exhibit 119: Summary of Boehringer Ingelheim' s Diabetes Product Portfolio
• Exhibit 120: Expected BI-1356 Revenue ($US), by Country, 2011
• Exhibit 121: Summary of Roche' s Diabetes Product Portfolio
• Exhibit 122: Expected BIM-51077 Revenue ($US), by Country, 2011

Section 6: Market Forecast

• Exhibit 123: Type 2 Diabetes Market ($US), Major Markets, 2006-2011 (Tabular Format)
• Exhibit 124: Type 2 Diabetes Market ($US), Major Markets, 2006-2011 (Graphical Format)
• Exhibit 125: Timeline of Key Events, Type 2 Diabetes Market, 2006-2011
• Exhibit 126: Type 2 Diabetes Market ($US), by Country, 2006-2011
• Exhibit 127: Type 2 Diabetes Market ($US), by Drug Class, 2006-2011
• Exhibit 128: Type 2 Diabetes Market, by Drug Class, as a % of Total, 2006 and 2011
• Exhibit 129: PPAR Agonist Market ($US), by Drug, 2006-2011
• Exhibit 130: PPAR Agonist Market ($US), by Country, 2006-2011
• Exhibit 131: DPP-IV Inhibitor Market ($US), by Drug, 2006-2011
• Exhibit 132: DPP-IV Inhibitor Market ($US), by Country, 2006-2011
• Exhibit 133: GLP-1 Analogue Market ($US), by Drug, 2006-2011
• Exhibit 134: GLP-1 Analogue Market ($US), by Country, 2006-2011
• Exhibit 135: Meglitinide Market ($US), by Drug, 2006-2011
• Exhibit 136: Meglitinide Market ($US), by Country, 2006-2011
• Exhibit 137: SGLT Inhibitor Market ($US), by Drug, 2006-2011

Section 7: Appendix

• Exhibit 138: Discount Prices

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