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Stakeholder Insight: Inflammatory Bowel Disease - Efficacy and Compliance Key to Maximizing Patient Share as Novel Biologics Wait in the Wings
Datamonitor, Dec 2004, Pages: 239
Introduction
The treatment of IBD is changing, as novel pipeline therapies make their way to market. Although biologics are making inroads, use of drugs such as steroids continues at significant levels. The convenience of Humira, the lower cost of CDP870, and the safety of Tysabri promise to alter radically the dynamics of this sector.
Scope
Assessment of epidemiological data and patient potential
Analysis of CD and UC treatment algorithms globally and by country, based on extensive primary research with 180 physicians
Country treatment trees showing treatment practices in the seven major markets
Investigation of physician perceptions of performance of existing therapies on key drug attributes
Highlights
Physicians underestimate significantly noncompliance rates in IBD. Noncompliance reflects major loss of revenues for companies in the IBD field, particularly if noncompliant patients do not fill prescriptions. Noncompliance of which physicians are unaware may also lead physicians to form poor opinions about the efficacy of IBD drugs.
Physician awareness of products in development for IBD varies widely, with products already launched for other indications unsurprisingly leading the way. Biologics score strongly on physician awareness, and ABT-874 stands out as a Phase II product that nevertheless enjoys good awareness.
Matching marketing messages to physician perceptions is likely to be successful perceptions are easier to reinforce than to change. Strong majorities of physicians believe Remicade is disease modifying, and that mesalamine products are chemopreventive. Physicians would be highly receptive to marketing focusing on these issues and messages.
Reasons to Purchase
Understand how noncompliance affects IBD revenues, particularly when physicians underestimate it
Match marketing messages to physician perceptions to reinforce positive perceptions about IBD products
Explore changing IBD treatment patterns across the seven major markets to understand differences in prescribing patterns
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