Annual Report 2003 Aventis - Sanofi
Annual Report 2003 Aventis - Sanofi
Annual Report 2003 Aventis - Sanofi
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Sales and Marketing<br />
The Power of Evidence-Based Medicine<br />
Having recently joined the elite club of blockbuster<br />
pharmaceutical products with sales of more<br />
than e 1 billion, Delix / Tritace (rampiril), is a fi ne example<br />
of how clinical superiority is driving sales<br />
and market share growth. Now the leading angiotensin<br />
converting enzyme (ACE) inhibitor for the<br />
prevention and treatment of cardiovascular disease,<br />
Delix / Tritace has been going from strength to<br />
strength since that pivotal moment in 1999 when<br />
the results of a landmark study were published in<br />
the New England Journal of Medicine.<br />
The results of the HOPE (Heart Outcomes Prevention<br />
Evaluation) study demonstrated a 22 % reduction<br />
in the risk of cardiovascular deaths, myocardial<br />
infarction and stroke in at-risk patients. The<br />
fi ndings were so remarkable that it was considered<br />
unethical to proceed with the placebo arm of the trial.<br />
Since 1999, many countries have received regulatory<br />
approval for a new indication to support the<br />
use of Delix / Tritace not only for the treatment of hypertension<br />
but also for the prevention of cardiovascular<br />
events in patients at high risk. The efforts of<br />
the cross-functional MAX team to leverage the product’s<br />
outstanding properties have been fundamental<br />
in helping Delix / Tritace achieve its vast potential.<br />
The performance of the drug in Canada, where<br />
it is sold under the brand name Altace, is a case in<br />
point.<br />
By maximizing awareness of the HOPE trial and<br />
the importance of managing patients at increased<br />
risk of cardiovascular events, Canada successfully<br />
grew the ACE (inhibitor) prevention market and<br />
clearly positioned the product as the gold standard.<br />
Delix / Tritace moved from 9 % market share in 1999<br />
to 43 % in <strong>2003</strong>. Physicians in Canada now treat<br />
their patients earlier and more aggressively to prevent<br />
heart attacks, stroke and death, having moved<br />
treatment objectives from mere blood pressure control<br />
to prevention.<br />
Delix / Tritace has become the market leader in<br />
its class and is today the most prescribed cardiovascular<br />
agent and the third most prescribed product<br />
in the Canadian pharmaceutical market. According<br />
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