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Strategic Perspectives: Allergic Rhinitis - Impact of a blockbuster going bust
Datamonitor, Aug 2002
In 2001, sales in the $10bn allergic rhinitis market were dominated by the antihistamines, lead the blockbuster drug Claritin (loratadine) leading the way, supported by the marketing might of Schering-Plough. The patent on Claritin expires in December 2002, however, and the drug will be switched to OTC status in the US. Companies will need to employ new strategies if their products, both marketed and pipeline, are to survive the impact of generic loratadine.Description of the etiology, symptomatology, and treatment of seasonal and perennial allergic rhinitisAnalysis of epidemiological trends of the prevalence of allergic rhinitis, including forecast to 2011Analysis of global sales of leading classes and products used in the treatment of allergic rhinitisEvaluation of compounds in development for allergic rhinitis, including a summary of clinical trial resultsSales forecast to 2009, including key marketed and investigational drugs in the allergic rhinitis marketThe US patent expiry and OTC switch of Schering-Plough’s Claritin will severely impact the allergic rhinitis market as a whole. The widespread availability of generic loratadine means that neither patients nor third-party payers are likely to accept premium-priced products which do not show a significant clinical advantage.The most attractive commercial targets for novel therapies are patients with severe or treatment-refractory allergic rhinitis and patients with co-morbid asthma. Additional opportunities may also exist in treating children with allergic rhinitis deemed at an elevated risk of developing asthma.Novel therapies for allergic rhinitis, such as the monoclonal antibodies, are aimed at halting the inflammatory cascade at an early stage. While this offers theoretical advantages over current therapies, clinical benefits will need to be of sufficient magnitude that physicians consider it worth exposing patients to the unknown risks of such treatments.Optimize product lifecycle strategies by understanding the impact of key market eventsIdentify the most attractive patient populations for novel therapiesQuantify the size, scope and challenges of the allergic rhinitis market
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