Bristol-Myers Squibb and Otsuka Pharmaceutical Spend Nearly Twice as Much on Promotion as Other Drug Companies in the Atypical Antipsychotics Market Yet Gain Minimal Company Recognition Among Physicians

The New Brands & Strategies: Atypical Antipsychotics Report Provides

Critical Commercial Analysis at the Market, Company, and Brand Level

Mar 05, 2008, 00:00 ET from Decision Resources, Inc.

    WALTHAM, Mass., March 5 /PRNewswire/ -- Decision Resources has produced
 a new report that finds that Bristol-Myers Squibb and Otsuka Pharmaceutical
 spend almost twice as much on Abilify's promotion as other marketers of
 atypical antipsychotics spend promoting their agents. Surprisingly,
 psychiatrists and primary care physicians surveyed cite Eli Lilly's Zyprexa
 and AstraZeneca's Seroquel, respectively, as the companies from which they
 receive the most promotional material, and fewer than 10% mention Bristol-
 Myers Squibb or Otsuka Pharmaceutical as a top-of-mind company in atypical
     The overall branded atypical antipsychotics market is expected to grow
 from $15.9 billion in 2007 to $17.8 billion in 2011 before declining to
 $13.5 billion in 2012. These market dynamics are due to a balance of
 generics, launches of new agents, and growth in new indications.
     "The atypical antipsychotics market has undergone huge shifts in market
 leadership that will continue over the forecast period (2007-2012)," said
 Sandra Chow, analyst at Decision Resources. "Eli Lilly's Zyprexa had been
 the U.S. sales leader for many years. However, in 2006, Janssen's Risperdal
 overtook Zyprexa's position as the sales leader for the seven major
 markets. Seroquel will become the seven-market sales leader in 2008.
 Changes in market leadership will continue over the forecast period as four
 of the five leading atypicals (Risperdal, Zyprexa, Seroquel and Pfizer's
 Geodon) face generic competition."
     About Brands & Strategies
     Brands & Strategies is the first and only report series to bring
 together all of the competitive information elements biopharmaceutical
 companies need to make informed decisions about their products and best
 next-steps. Each report includes the following:
-- Physician perceptions of companies & brand attributes -- Physician preference for sources of information -- Physician opinion of future strategies, messaging and upcoming events -- Overview of competitive landscape -- Pipeline analysis by company within a specific disease -- SWOT analysis on each brand -- Brand lifecycle strategy, including clinical trial competitive analysis -- Trend analysis of brand-specific messaging -- Brand-specific, event-driven, 5-year annualized market forecast -- Country-specific, event-driven market share projections by company and brand -- Drug class and brand vs. generics sales by country -- Pricing analysis with company-specific strategy -- Reimbursement environment by region -- Analysis of promotional spend for each product -- Potential marketing strategies based on ongoing clinical trials -- Prevalent and diagnosed population by country About Decision Resources Decision Resources, Inc., ( is a world leader in healthcare market research publications, advisory services, and consulting designed to help clients shape strategy, allocate resources, and master their chosen markets. All company, brand, or product names contained in this document may be trademarks or registered trademarks of their respective holders.
For more information, contact: Elizabeth Marshall Decision Resources, Inc. 781-296-2563

SOURCE Decision Resources, Inc.