品牌及策略：結腸直腸癌

本報告已在2011年12月21日停止出版。

簡介

目錄

Abstract

Introduction

In 2006, the CRC market, valued at over $7 billion in the US, Europe, and Japan, was led by the chemotherapeutic platinum agent, Sanofi-Aventis' Eloxatin. Five existing drug classes, including the recently introduced targeted EGFR and VEGFR inhibitors, make for a competitive market. Over the 2006-2011 forecast period, the value of the CRC market will remain relatively stable owing to the combined effects of generic erosion, growth of existing targeted biologics, and launch of new small-molecule targeted therapies.

Questions Answered in This Report

• - Two of the top three leading agents in CRC-Sanofi-Aventis' Eloxatin and Pfizer' s Camptosar-will face generic erosion before 2011. The market share of Eloxatin will fall from approximately 30% to less than 10% in 2011. How will Sanofi-Aventis and Pfizer fare in the market following the patent expiry of their leading brands?
• - Roche/Genentech' s VEGFR inhibitor Avastin will become the leading brand in CRC treatment by 2011 and Bristol-Myers Squibb' s EGFR inhibitor Erbitux will also reach blockbuster status. However, the third biologic launched in the market, Amgen' s Vectibix, will only show modest growth. How do these biologics differ from each other? What are physician perceptions of each? How are the marketing companies differentiating their products?
• - Two novel small-molecule targeted therapies, AstraZeneca' s Recentin and Pfizer' s Sutent, are expected to launch for CRC by 2011. How will the availability of these novel oral agents alter physicians' prescribing habits? Which emerging drug has the potential to compete with Avastin? Will other products in development change the competitive landscape by 2011?
• - CRC is part of the broad oncology field. How does CRC fit into the wider oncology therapeutic area of companies in the market? What strategies are being pursued by competitors to achieve success in oncology as a whole?

Scope

• Markets Covered: United States, France, Germany, Italy, Spain, United Kingdom, and Japan.
• Competitive Analysis: Detailed discussion of major competitors, including Sanofi-Aventis, Roche/Genentech, Pfizer, BMS/ImClone, and Amgen; and the emerging competitor AstraZeneca. Included is an analysis of each company' s oncology product portfolio, strategic positioning, and development pipeline in oncology. 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 CRC market based on a custom survey of 50 U.S.-based oncologists. The survey is brand-focused and examines physician perceptions of key competitors, brand attributes, messaging, and uptake of emerging agents.
• Epidemiology: Total incident and drug-treatable 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 generic erosion and the uptake of new agents.

Table of Contents

Table of Exhibits

Executive Summary

• 2006-2011 Market Dynamics
• Competitive Landscape
• Brand Overview
• Physician Perspectives

Section 1: Introduction

• Report Scope
• Survey Methodology

Section 2: Disease Dynamics

• Disease Background
• Incidence and Drug Treatable Pool
  • Major Markets Statistics and Key Findings
  • US Statistics and Key Findings
  • Europe Statistics and Key Findings
  • Japan Statistics and Key Findings
• Prescribers
  • Prescriber Trends
  • Physician Perceptions of Unmet Needs in CRC
  • Key Drivers of Prescriber Decisions
• Reimbursement Issues
• Treatment Dynamics
  • Stage I
  • Stage II
  • Stage III
  • Stage IV
  • Existing Therapies
  • Emerging Therapies

Section 3: Competitive Analysis

• Overview of Competitive Landscape
• Promotional Spending
• Brand Overview
• CRC Market Messaging
• Physician Perceptions
  • Perceptions of Competitors in CRC
  • Perceptions of Brands in CRC

Section 4: Established Competitors

• Roche/Genentech
  • Strategic Overview
    • Oncology Product Portfolio
    • Goals and Vision in Oncology
    • Current Positioning
    • Market Strategy
    • Outlook
  • Avastin
    • Current Positioning
    • Avastin Competitive Analysis
    • Key Brand Strategies
    • Future Positioning and Outlook
  • Xeloda
    • Current Positioning
    • Xeloda Competitive Analysis
    • Key Brand Strategies
    • Future Positioning and Outlook
• Sanofi-Aventis
  • Strategic Overview
    • Oncology Product Portfolio
    • Goals and Vision in Oncology
    • Current Positioning
    • Physician Perception
    • Market Strategy
    • Outlook
  • Eloxatin
    • Current Positioning
    • Eloxatin Competitive Analysis
    • Key Brand Strategies
    • Future Positioning and Outlook
• Pfizer
  • Strategic Overview
    • Oncology Product Portfolio
    • Goals and Vision in CRC
    • Current Positioning
    • Market Strategy
    • Outlook
  • Camptosar
    • Current Positioning
    • Camptosar Competitive Analysis
    • Key Brand Strategies
    • Future Positioning and Outlook
  • Sutent
    • Development and Commercial Overview
    • Future Positioning and Outlook
• BMS/ImClone
  • Strategic Overview
    • Oncology Product Portfolio
    • Goals and Vision in Oncology
    • Current Positioning
    • Market Strategy
    • Outlook
  • Erbitux
    • Current Positioning
    • Erbitux Competitive Analysis
    • Key Brand Strategies
    • Future Positioning and Outlook
• Amgen
  • Strategic Overview
    • Oncology Product Portfolio
    • Goals and Vision in Oncology
    • Current Positioning
    • Market Strategy
    • Outlook
  • Vectibix
    • Current Positioning
    • Vectibix Competitive Analysis
    • Key Brand Strategies
    • Future Positioning and Outlook

Section 5: Emerging Competitors

• AstraZeneca
  • Strategic Overview
    • Oncology Product Portfolio
    • Goals and Vision in Oncology
    • Outlook
  • Recentin
    • Development and Commercial Overview
    • Future Positioning

Section 6: Market Forecast

• CRC Market Analysis
• Sales by Region
• Sales by Brand
• Sales by Company

Section 7: Appendices

• Acronyms and Abbreviations
• Methodology
  • Epidemiology
  • Market Forecast
  • Competitive Analysis

Table of Exhibits

Executive Summary

• Exhibit 1: Key Parameters of the CRC Market
• Exhibit 2: CRC Branded Market, Major Markets, 2006-2011
• Exhibit 3: CRC Market Competitive Position, 2006 and 2011
• Exhibit 4: Leading CRC Brand Sales, 2006 and 2011
• Exhibit 5: Physician-Ranked "Best" Companies in the CRC Market
• Exhibit 6: Top-of-Mind Brands in CRC Treatment

Section 1: Introduction

• Exhibit 7: Surveyed Physicians' Years of Practice
• Exhibit 8: Surveyed Physicians' CRC Patients per Month
• Exhibit 9: Surveyed Physicians' Geographic Distribution

Section 2: Disease Dynamics

• Exhibit 10: Colorectal Anatomy
• Exhibit 11: Drug Treatable and Incident CRC Cases, Major Markets
• Exhibit 12: Incident CRC cases, by Stage, Major Markets, 2006-2011
• Exhibit 13: Incident CRC Cases, by Stage, as Percentage of Total, Major Markets, 2006
• Exhibit 14: Drug Treatable and Incident CRC Cases, United States
• Exhibit 15: Drug Treatable and Incident CRC Cases, Europe
• Exhibit 16: Drug Treatable CRC Cases, by Country, Europe, 2006-2011
• Exhibit 17: Incident CRC Cases by Stage, as a Percentage of Total, Europe, 2006
• Exhibit 18: Drug Treatable and Incident CRC Cases, Japan
• Exhibit 19: Physician Perceptions of Unmet Needs in CRC
• Exhibit 20: Importance to CRC Treatment of Resolution for Unmet Needs
• Exhibit 21: Top Factors Influencing Treatment Decisions in Non-Medicare Versus Medicare CRC Patients
• Exhibit 22: Preferred Information Sources for CRC Physicians
• Exhibit 23: Influence of Information Sources for Emerging Therapies
• Exhibit 24: US Formulary Status of Select CRC Drugs
• Exhibit 25: Percentage of US Private Plans Listing Avastin, Erbitux, or Sutent as Medical Benefit, Pharmacy Benefit, or Off Formulary
• Exhibit 26: Percentage of Medicare PDP Plans Listing Avastin, Erbitux, or Sutent as Medical Benefit, Pharmacy Benefit, or Off Formulary
• Exhibit 27: Coinsurance Requirements of US Private Plans for Avastin, Erbitux, and Sutent
• Exhibit 28: Coinsurance Requirements of US Medicare Plans for Avastin, Erbitux, and Sutent
• Exhibit 29: Treatment Algorithm for Stage I CRC
• Exhibit 30: Treatment Algorithm for Stage II CRC
• Exhibit 31: Treatment Algorithm for Stage III CRC
• Exhibit 32: Treatment Algorithm for Stage IV CRC
• Exhibit 33: Existing CRC Drugs
• Exhibit 34: Existing CRC Regimens
• Exhibit 35: Emerging CRC Drugs

Section 3: Competitive Analysis

• Exhibit 36: CRC Sales ($US), by Country, 2006
• Exhibit 37: Leading Brands in the CRC Market, 2006
• Exhibit 38: CRC Market Competitive Position, 2006 and 2011
• Exhibit 39: CRC Market ($US), by Company, 2006-2011
• Exhibit 40: Promotional Spend by Company, as a % of Total, 2006
• Exhibit 41: Promotional Spend, by Brand, as a % of Total, 2004-2006
• Exhibit 42: Volume of Promotional Material Received by Physicians, by Brand
• Exhibit 43: Promotional Spend, by Brand, by Category, 2006
• Exhibit 44: Labeled Indications for Key Brands, 2006
• Exhibit 45: Current Price per Cycle ($), Key Brands, 2006
• Exhibit 46: Physician Perception of Most Influential Messaging in the CRC Market
• Exhibit 47: Physician Perception of Most Influential Branded-Drug Messaging in the CRC Market
• Exhibit 48: Physician Perception of Most Influential Company Messaging in the CRC Market
• Exhibit 49: Top-of-Mind Companies in the CRC Market
• Exhibit 50: Importance of Various Factors to Physician Perception of CRC Competitors
• Exhibit 51: Physician Perception of the Reputations of CRC Competitors
• Exhibit 52: Physician-Ranked "Best" Companies in the CRC Market
• Exhibit 53: Top-of-Mind Brands in CRC Treatment
• Exhibit 54: Most Influential Factors for Choosing a Specific CRC Therapy

Section 4: Established Competitors

• Exhibit 55: Summary of Roche/Genentech' s Oncology Product Portfolio
• Exhibit 56: Physician Perceptions of the Roche and Genentech Relationship
• Exhibit 57: Physician Perceptions of Genentech in CRC
• Exhibit 58: Physician Perceptions of Roche in CRC
• Exhibit 59: Physician Perceptions of Avastin
• Exhibit 60: Ongoing Clinical Trials for Avastin
• Exhibit 61: Avastin Sales ($US), 2006-2011
• Exhibit 62: Avastin Sales ($US), by Country, 2006-2011
• Exhibit 63: Physician Perceptions of Xeloda
• Exhibit 64: Ongoing Clinical Trials for Xeloda
• Exhibit 65: Xeloda Sales ($US), 2006-2011
• Exhibit 66: Xeloda Sales ($US), by Country, 2006-2011
• Exhibit 67: Summary of Sanofi-Aventis' s Oncology Product Portfolio
• Exhibit 68: Physician Perception of Sanofi-Aventis in CRC
• Exhibit 69: Physician Perceptions of Eloxatin
• Exhibit 70: Ongoing Clinical Trials for Eloxatin
• Exhibit 71: Eloxatin Sales ($US), 2006-2011
• Exhibit 72: Eloxatin Sales ($US), by Country, 2006-2011
• Exhibit 73: Summary of Pfizer' s Oncology Product Portfolio
• Exhibit 74: Physician Perceptions of Pfizer in CRC
• Exhibit 75: Physician Perceptions of Camptosar
• Exhibit 76: Ongoing Clinical Trials for Camptosar (continued on next page)
• Exhibit 77: Camptosar Sales ($US), 2006-2011
• Exhibit 78: Camptosar Sales ($US), by Country, 2006-2011
• Exhibit 79: Expected Sutent Sales ($US), by Country, 2011
• Exhibit 80: Summary of BMS' s Oncology Product Portfolio
• Exhibit 81: Physician Perceptions of BMS in CRC
• Exhibit 82: Physician Perceptions of ImClone in CRC
• Exhibit 83: Physician Perceptions of Erbitux
• Exhibit 84: Ongoing Clinical Trials for Erbitux (continued on next two pages)
• Exhibit 85: Erbitux Sales ($US), 2006-2011
• Exhibit 86: Erbitux Sales ($US), by Country, 2006-2011
• Exhibit 87: Summary of Amgen' s Oncology Product Portfolio
• Exhibit 88: Physician Perceptions of Amgen in CRC
• Exhibit 89: Physician Perceptions of Vectibix
• Exhibit 90: Ongoing Clinical Trials for Vectibix
• Exhibit 91: Vectibix Revenue ($US), 2006-2011
• Exhibit 92: Vectibix Revenue ($US), by Country, 2006-2011

Section 5: Emerging Competitors

• Exhibit 93: Summary of AstraZeneca' s Oncology Product Portfolio
• Exhibit 94: Expected Recentin Revenue ($US), by Country, 2011

Section 6: Market Forecast

• Exhibit 95: CRC Market ($US), Major Markets, 2006-2011 (Tabular Format)
• Exhibit 96: CRC Market ($US), Major Markets, 2006-2011 (Graphical Format)
• Exhibit 97: Timeline of Key Events, CRC Market, 2006-2011
• Exhibit 98: CRC Market ($US), by Country, 2006-2011
• Exhibit 99: CRC Market ($US), by Brand, 2006-2011
• Exhibit 100: CRC Market ($US), by Company, 2006-2011

Section 7: Appendices

• Exhibit 101: Discount Rates
• Exhibit 102: Dosing Assumptions for CRC Regimens

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