Launch Excellence in the Diabetes Market: Lessons from - IMS Health
Launch Excellence in the Diabetes Market: Lessons from - IMS Health
Launch Excellence in the Diabetes Market: Lessons from - IMS Health
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
WHITE PAPER | DIABETES LAUNCH EXCELLENCE<br />
Growth <strong>in</strong> <strong>the</strong> market for Type II <strong>Diabetes</strong> treatments has consistently<br />
out-performed <strong>the</strong> pharmaceutical market as a whole, and <strong>IMS</strong> believes that<br />
this will cont<strong>in</strong>ue for <strong>the</strong> next decade, driven by <strong>the</strong> obesity epidemic, an<br />
ag<strong>in</strong>g population, and <strong>the</strong> advent of new <strong>the</strong>rapies. In fact, <strong>in</strong> <strong>IMS</strong>’s<br />
perspective, diabetes stands out as one of <strong>the</strong> elite group of major <strong>the</strong>rapy<br />
areas that will cont<strong>in</strong>ue to outperform <strong>the</strong> market as a whole to 2016. With<strong>in</strong><br />
this out-perform<strong>in</strong>g group, it is also <strong>the</strong> only primary-care-driven <strong>the</strong>rapy<br />
area of any size, <strong>the</strong> o<strong>the</strong>rs be<strong>in</strong>g specialist areas.<br />
However, while epidemiology and unmet need mean <strong>the</strong>re are multi-billion<br />
dollar opportunities for successful launches and many potential contenders<br />
for blockbuster status, success is still not a foregone conclusion.<br />
<strong>IMS</strong> has studied <strong>the</strong> launch strategies and subsequent market performance of<br />
<strong>the</strong> frontrunner products <strong>in</strong> <strong>the</strong> dipeptidyl peptidase IV (DPP-IV) <strong>the</strong>rapeutic<br />
class worldwide to understand what separates clear market leaders <strong>from</strong> those<br />
with less impressive sales. From this, we’ve drawn key learn<strong>in</strong>gs pert<strong>in</strong>ent to<br />
companies prepar<strong>in</strong>g to launch one of <strong>the</strong> many products currently <strong>in</strong><br />
development for Type II <strong>Diabetes</strong>.<br />
THE NEXT DECADE: A CROWDED FIELD<br />
Over <strong>the</strong> next ten years, most of <strong>the</strong> new <strong>the</strong>rapies <strong>in</strong>troduced for Type II <strong>Diabetes</strong> will<br />
cluster <strong>in</strong> just a few drug classes, mean<strong>in</strong>g that <strong>the</strong> market will see a small number of<br />
first-<strong>in</strong>-class launches followed by an avalanche of follower brands. These follower<br />
products will naturally face a challeng<strong>in</strong>g launch environment if <strong>the</strong>y cannot<br />
demonstrate value propositions that are differentiated <strong>from</strong> first-<strong>in</strong>-class products <strong>in</strong><br />
<strong>the</strong> eyes of cl<strong>in</strong>ical op<strong>in</strong>ion leaders, prescribers, and payers.<br />
Never<strong>the</strong>less, experience has shown that companies whose products are not first to<br />
market can still w<strong>in</strong>—<strong>in</strong> specific segments or countries. Here, we exam<strong>in</strong>e how various<br />
strategies have played out for companies market<strong>in</strong>g DPP-IV <strong>in</strong>hibitors and consider<br />
<strong>the</strong> implications for products <strong>in</strong> <strong>the</strong> pipel<strong>in</strong>e.<br />
<strong>IMS</strong> HEALTH | LAUNCH EXCELLENCE IN THE DIABETES MARKET 2