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Pipeline and Commercial Insight: Urinary Incontinence - Marketing investment and niche positioning are key strategies for success
Datamonitor, Dec 2010, Pages: 285
Introduction
The urinary incontinence drug market has been displaying strong growth from 2005-09 owing to the uptake of new products driven by large marketing campaigns. Promotional efforts will remain integral to the success of new products entering this competitive market, ideally offering alternative mechanisms of action and potentially improved tolerability.
Features and benefits
- Sales forecasts of marketed brands, generics, and pipeline agents in seven major markets (the US, Japan, France, Germany, Italy, Spain, and the UK)
- In-depth clinical and commercial profiles of key marketed brands and late-stage pipeline agents with country-specific forecasts to 2019
- Patient potential analysis across the seven major markets including patient forecasts split by urinary incontinence type to 2019.
- Review of the key unmet needs and opportunities in the market supported by key opinion leaders.
- Analysis of current treatment approaches, patient acquisition, and key marketing strategies adopted by companies to drive drug uptake.
Highlights
- Urinary incontinence affects over 83 million women across the seven major markets. Anticholinergics form the mainstay of drug treatment yet side effects of dry mouth and constipation often cause patients to discontinue their medication. As such, efficacious drugs with new modes of action and fewer side effects will be well received in the marketWhile competition in the anticholinergic class is fierce, there is an opportunity for companies with large commercial resources to develop the market further due to the high unmet need and the large patient population. As Pfizer turns its focus elsewhere, Astellas will become the leading company in the urinary incontinence market in 2019.
- Opportunities exist in targeting niche populations as the sales and marketing spend required to market products populations will be lower, allowing specialist companies to define and own a segment of the market with reduced competition. One such example is Allergan with Botox (botulinum toxin A) in development for neurogenic bladder.
Your key questions answered
- What key strategies were implemented by companies to drive urinary incontinence drug uptake and will these remain viable over the next decade?
- What is the potential for novel therapies, such as Allergan's Botox and Astellas's mirabegron, in the competitive urinary incontinence market?
- What will be the impact of key market events, such as patent expiries and new drug launches, on the future urinary incontinence market?
- What will be the patient potential in urinary incontinence up to 2020 split by disease subtype?
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