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Market Research Report
Brands & Strategies: Non-Small-Cell Lung Cancer
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This publication has been discontinued on December 21, 2011.
Abstract
Introduction
In 2006, the NSCLC market, valued at over $3 billion in the US, Europe, and
Japan, was led by the chemotherapeutic taxane, Sanofi-Aventis' Taxotere. Five
existing drug classes, including the recently introduced targeted EGFR and
VEGFR inhibitors, make for a competitive market; nonetheless, significant
unmet clinical need exists and provides an attractive commercial opportunity
for new NSCLC treatments that demonstrate superior efficacy and safety over
currently available treatments. Five new targeted therapies - including BMS'
Erbitux, Bayer Schering' s Nexavar, and Merck Serono' s novel immunotherapy -
are set to enter the market before 2011. The launch of these drugs, as well as
the increased uptake of Roche/Genentech' s Tarceva and Avastin, will shift the
treatment landscape of NSCLC away from traditional chemotherapy and toward
high-priced, innovative targeted agents. By the end of the forecast period,
Avastin will dominate the NSCLC treatment market and its growth will help
drive the market to reach $5.5 billion in 2011.
Questions Answered in This Report
- Eli Lilly led the NSCLC market in 2006, with a market share of nearly 30%;
followed closely by Roche/Genentech with 27% and Sanofi-Aventis with 24%;
however, in 2011 Roche/Genentech will hold nearly 40% of the market and
approximately 4 times more than its next nearest competitor. What strategies
will Roche/Genentech follow to secure a dominant market position in NSCLC by
the end of the forecast period?
- Three of the top four leading agents in NSCLC - Sanofi-Aventis' Taxotere
and Eli Lilly' s Alimta and Gemzar - will face generic erosion before 2011.
How will Sanofi-Aventis and Eli Lilly fare in the NSCLC market following the
patent expiry of their leading brands?
- Oncologists now have the option of targeted NSCLC treatment with EGFR and
VEGFR inhibitors, in addition to the traditional chemotherapeutic agents. How
has the availability of these novel agents altered physicians' prescribing
habits, and which competing brands will be most affected?
- Roche/Genentech' s Avastin is expected to become NSCLC' s first blockbuster
and has the potential to radically change the NSCLC market dynamic. Which
emerging drugs have the potential to compete with Avastin? How promising are
other products under development in the major competitors' pipelines?
- NSCLC is part of the broad oncology field. How does NSCLC fit into the
wider oncology market? What strategies are competitors in NSCLC pursuing to
achieve success in oncology as a whole?
Scope
- Markets Covered: United States, France, Germany, Italy, Spain,
United Kingdom, and Japan.
- Competitive Analysis: Detailed discussion of major competitors
including Eli Lilly, Roche/Genentech, and Sanofi-Aventis; other competitors
Bristol-Myers Squibb and AstraZeneca; and the emerging competitors Bayer
Schering and Merck Serono. Included is an analysis of each company' s oncology
product portfolio, strategic positioning, and development pipeline in
oncology. The report features an in-depth discussion of leading brands
including sales and market position, SWOT analysis, and strategy initiatives.
- Physician Perception of Key Brands: Analysis of physician
perceptions of the NSCLC market based on a custom survey of 51 U.S.-based
oncologists. The survey is brand-focused and examines physician perceptions of
key competitors, brand attributes, messaging, and uptake of emerging agents.
- Epidemiology: Total incident and drug-treatable cases for each of
the major markets are presented in an annualized forecast from 2006 to 2011.
- Market Forecast: Annualized sales forecasts for branded agents
presented by region, drug class, molecule, and brand for 2006 to 2011,
including generic erosion and the uptake of new agents.
Table of Contents
Table of Contents
Table of Exhibits
Executive Summary
Section 1: Introduction
- Report Scope
- Survey Methodology
Section 2: Disease Dynamics
- NSCLC Background
- Incidence and Drug Treatable Pool
- Major Markets Statistics and Key Findings
- US Statistics and Key Findings
- Europe Statistics and Key Findings
- Japan Statistics and Key Findings
- Prescribers
- Prescriber Trends
- Key Drivers of Prescriber Decisions
- Reimbursement Issues
- Treatment Dynamics
- NSCLC Staging
- Treatment Algorithm
- Existing Therapies
- Emerging Therapies
Section 3: Competitive Analysis
- Overview of Competitive Landscape
- Brand Overview
- Promotional Spending
- Physician Perceptions
- Perceptions of Competitors in NSCLC
- Perceptions of Brands in NSCLC
Section 4: Established Competitors
- Eli Lilly
- Strategic Overview
- Oncology Product Portfolio
- Goals and Vision in Oncology
- Current Positioning
- Market Strategy
- Outlook
- Alimta
- Current Positioning
- Alimta Competitive Analysis
- Key Brand Strategies
- Future Positioning
- Gemzar
- Current Positioning
- Gemzar Competitive Analysis
- Key Brand Strategies
- Future Positioning
- Roche/Genentech
- Strategic Overview
- Oncology Product Portfolio
- Goals and Vision in Oncology
- Current Positioning
- Market Strategy
- Outlook
- Tarceva
- Current Positioning
- Tarceva Competitive Analysis
- Key Brand Strategies
- Future Positioning
- Avastin
- Current Positioning
- Avastin Competitive Analysis
- Key Brand Strategies
- Future Positioning
- Sanofi]Aventis
- Strategic Overview
- Oncology Product Portfolio
- Goals and Vision in Oncology
- Current Positioning
- Market Strategy
- Outlook
- Taxotere
- Current Positioning
- Taxotere Competitive Analysis
- Key Brand Strategies
- Future Positioning
- Bristol]Myers Squibb
- Strategic Overview
- Oncology Product Portfolio
- Goals and Vision in Oncology
- Current Positioning
- Outlook
- Emerging: Erbitux
- Current Positioning
- Competitive Analysis
- Future Positioning
- AstraZeneca
- Strategic Overview
- Oncology Product Portfolio
- Goals and Vision in Oncology
- Current Positioning
- Outlook
- Iressa
- Current Positioning
- Future Positioning
- Emerging: Zactima
- Current Positioning
- Future Positioning
- Emerging: Recentin
- Current Positioning
- Future Positioning
Section 5: Emerging Competitors
- Merck Serono
- Strategic Overview
- Oncology Product Portfolio
- Goals and Vision in NSCLC
- Emerging: Stimuvax
- Current Positioning
- Future Positioning
- Bayer Schering
- Strategic Overview
- Oncology Product Portfolio
- Goals and Vision in NSCLC
- Emerging: Nexavar
- Current Positioning
- Future Positioning
Section 6: Market Forecast
- NSCLC Market Overview
- Sales by Region
- Sales by Class
- Taxanes
- Antimetabolites
- EGFR Inhibitors
- VEGFR Inhibitors
- Platinum Agents and Other Cytotoxic Agents
- Immunotherapies
Section 7: Appendices
- Abbreviations Used in this Report
- Methodology
- Epidemiology
- Market Forecast
- Emerging Therapy Prices
- Competitive Analysis
Table of Exhibits
Executive Summary
- Exhibit 1: Key Parameters of the NSCLC Market
- Exhibit 2: NSCLC Branded Market, ($US), Major Markets, 2006 - 2011
- Exhibit 3: NSCLC Market Competitive Position, 2006 and 2011
- Exhibit 4: Leading NSCLC Brand Sales, 2006 and 2011
- Exhibit 5: Company Reputations in NSCLC Treatment and Oncology in General
- Exhibit 6: Physician' s Forecasted Changes in Drug Prescribing Patterns
Section 1: Introduction
- Exhibit 7: Surveyed Physicians' Years of Practice
- Exhibit 8: Surveyed Physicians' NSCLC Patients per Month
- Exhibit 9: Surveyed Physicians' Geographic Distribution
Section 2: Disease Dynamics
- Exhibit 10: Anatomy and Histology of NSCLC
- Exhibit 11: Contribution of Risk Factors to Incidence of NSCLC in Major
Pharmaceutical Markets
- Exhibit 12: Existing NSCLC Drugs, by Drug Class
- Exhibit 13: Drug Treatable and Incident NSCLC Cases, Major Markets, 2006 -
2011
- Exhibit 14: Drug Treatable and Incident NSCLC Cases, US, 2006 - 2011
- Exhibit 15: Drug Treatable and Incident NSCLC Cases, Europe
- Exhibit 16: Drug Treatable and Incident NSCLC Cases, Europe, Continued
- Exhibit 17: Drug Treatable and Incident NSCLC Cases, Japan, 2006 - 2011
- Exhibit 18: Preferred Drug Treatment Information Sources for NSCLC
Physicians
- Exhibit 19: Information Sources Used in Previous Three Months by NSCLC
Physicians
- Exhibit 20: Drug Marketing Messages that Positively Influence Physician Use
- Exhibit 21: US Formulary Status of Leading NSCLC Drugs (Non]Medicare
Coverage)
- Exhibit 22: Percentage of US Private Plans Listing Avastin, Erbitux, or
Tarceva as Medical Benefit, Pharmacy Benefit, or Off Formulary
- Exhibit 23: Coinsurance Requirements of US Private Plans for Avastin,
Erbitux, and Tarceva
- Exhibit 24: Coinsurance Requirements of US Medicare Plans for Avastin,
Erbitux, and Tarceva
- Exhibit 25: US Formulary Status of Leading NSCLC Drugs (Medicare Coverage)
- Exhibit 26: Treatment Algorithm for Stage I and II NSCLC
- Exhibit 27: Treatment Algorithm for Stage III and IV NSCLC
- Exhibit 28: Major Treatment Options by NSCLC Stage, Major Markets, 2007
- Exhibit 29: Median Survival Associated with First]Line Treatment of
Advanced]Stage NSCLC
- Exhibit 30: Emerging NSCLC Drugs, by Drug Class
Section 3: Competitive Analysis
- Exhibit 31: Leading Brands and Competitors in the NSCLC Market, 2006 and
2011
- Exhibit 32: NSCLC Market Competitive Position, 2006 and 2011
- Exhibit 33: NSCLC Market ($US), by Company, 2006 - 2011
- Exhibit 34: Approval Specifications for Leading Brands in NSCLC, To ]Date
- Exhibit 35: Maximum Price per Cycle of Leading Brands in NSCLC ($US), 2006
- Exhibit 36: Promotional Spend for NSCLC Therapies, by Company, as a % of
Total, 2006
- Exhibit 37: Promotional Spend for NSCLC Therapies, by Brand, 2006
- Exhibit 38: Physician Preference for Brand Slogans (Blinded)
- Exhibit 39: Top]of]mind Companies in NSCLC Treatment
- Exhibit 40: Company Reputations in NSCLC Treatment and Oncology in General
- Exhibit 41: Physician Rankings of NSCLC Competitors
- Exhibit 42: Physician Rankings of Best Company in NSCLC Therapy
- Exhibit 43: Top Three Most Influential Companies in NSCLC, 2001 - 2006
- Exhibit 44: Top Three Most Influential Companies in NSCLC, 2007 - 2011
- Exhibit 45: Top]of]Mind NSCLC Brands
- Exhibit 46: Forecast Changes in Drug Prescribing Patterns
Section 4: Established Competitors
- Exhibit 47: Summary of Eli Lilly' s Oncology Product Portfolio
- Exhibit 48: Physician Perceptions of Eli Lilly' s NSCLC Research and
Development
- Exhibit 49: Physician Perceptions of Eli Lilly' s NSCLC Clinical Trials
- Exhibit 50: Physician Perceptions of Eli Lilly' s NSCLC Sales and Marketing
- Exhibit 51: Physician Perceptions of Alimta
- Exhibit 52: Ongoing Clinical Trials for Alimta in NSCLC
- Exhibit 53: Ongoing Clinical Trials for Alimta in Other Cancer Indications
- Exhibit 54: Ongoing Clinical Trials for Alimta in Other Cancer
Indications, Continued
- Exhibit 55: Alimta Brand Revenue ($US), by Region, 2006 - 2011
- Exhibit 56: Alimta Brand Revenue ($US), by Country, 2006 - 2011
- Exhibit 57: Physician Perceptions of Gemzar
- Exhibit 58: Ongoing Clinical Trials for Gemzar in NSCLC
- Exhibit 59: Gemzar Brand Revenue ($US), by Region, 2006 - 2011
- Exhibit 60: Gemzar Brand Revenue ($US), by Country, 2006 - 2011
- Exhibit 61: Summary of Roche/Genentech' s Oncology Product Portfolio
- Exhibit 62: Physician Perceptions of the Roche and Genentech Relationship
- Exhibit 63: Physician Perceptions of Genentech' s NSCLC Research and
Development
- Exhibit 64: Physician Perceptions of Genentech' s NSCLC Clinical Trials
- Exhibit 65: Physician Perceptions of Genentech' s NSCLC Sales and Marketing
- Exhibit 66: Physician Perceptions of Tarceva
- Exhibit 67: Ongoing Clinical Trials for Tarceva in NSCLC
- Exhibit 68: Ongoing Clinical Trials for Tarceva in NSCLC, Continued
- Exhibit 69: Ongoing Clinical Trials for Tarceva in Other Cancer Indications
- Exhibit 70: Tarceva Brand Revenue ($US), by Region, 2006 - 2011
- Exhibit 71: Tarceva Brand Revenue ($US), by Country, 2006 - 2011
- Exhibit 72: Physician Perceptions of Avastin
- Exhibit 73: Roche/Genentech' s Development Program for Avastin
- Exhibit 74: Avastin Brand Revenue ($US), by Region, 2006 - 2011
- Exhibit 75: Avastin Brand Revenue ($US), by Country, 2006 - 2011
- Exhibit 76: Summary of Sanofi]Aventis' Oncology Product Portfolio
- Exhibit 77: Physician Perceptions of Sanofi]Aventis' NSCLC Research and
Development
- Exhibit 78: Physician Perceptions of Sanofi]Aventis' NSCLC Clinical Trials
- Exhibit 79: Physician Perceptions of Sanofi]Aventis' NSCLC Sales and
Marketing
- Exhibit 80: Physician Perceptions of Taxotere
- Exhibit 81: Ongoing Clinical Trials for Taxotere in NSCLC
- Exhibit 82: Ongoing Clinical Trials for Taxotere in Breast Cancer
- Exhibit 83: Ongoing Clinical Trials for Taxotere in Prostate Cancer
- Exhibit 84: Ongoing Clinical Trials for Taxotere in Other Cancer
Indications
- Exhibit 85: Taxotere Brand Revenue ($US), by Region, 2006 - 2011
- Exhibit 86: Taxotere Brand Revenue ($US), by Country, 2006 - 2011
- Exhibit 87: Summary of BMS' Oncology Product Portfolio
- Exhibit 88: Physician Perceptions of BMS in NSCLC Research and Development
- Exhibit 89: Physician Perceptions of BMS' NSCLC Clinical Trials
- Exhibit 90: Physician Perceptions of BMS' NSCLC Sales and Marketing
- Exhibit 91: Expected Erbitux Revenue ($US), by Region, 2006 - 2011
- Exhibit 92: Expected Erbitux Revenue ($US), by Country, 2008 - 2011
- Exhibit 93: Erbitux' s Expected Price per Cycle
- Exhibit 94: Summary of AstraZeneca' s Oncology Product Portfolio
- Exhibit 95: Physician Perceptions of AstraZeneca in NSCLC Research and
Development
- Exhibit 96: Physician Perceptions of AstraZeneca' s NSCLC Clinical Trials
- Exhibit 97: Physician Perceptions of AstraZeneca' s NSCLC Sales and
Marketing
- Exhibit 98: Iressa Brand Revenue ($US), by Region, 2006 - 2011
- Exhibit 99: Iressa Brand Revenue ($US), by Country, 2006 - 2011
- Exhibit 100: Expected Zactima Revenue ($US), by Region, 2010 - 2011
- Exhibit 101: Expected Zactima Revenue ($US), by Country, 2010 - 2011
- Exhibit 102: Zactima' s Expected Price per Cycle
- Exhibit 103: Expected Recentin Revenue ($US), by Country, 2011
Section 5: Emerging Competitors
- Exhibit 104: Summary of Merck Serono' s Oncology Product Portfolio
- Exhibit 105: Physician Perceptions of Cancer Vaccines
- Exhibit 106: Expected Stimuvax Revenue ($US), by Region, 2010 - 2011
- Exhibit 107: Expected Stimuvax Revenue ($US), by Country, 2010 - 2011
- Exhibit 108: Stimuvax' Expected Price per Cycle
- Exhibit 109: Summary of Bayer Schering' s Oncology Product Portfolio
- Exhibit 110: Expected Nexavar Revenue ($US), by Region, 2009 - 2011
- Exhibit 111: Expected Nexavar Revenue ($US), by Country, 2009 - 2011
- Exhibit 112: Nexavar' s Expected Price per Cycle
Section 6: Market Forecast
- Exhibit 113: NSCLC Market ($US), Major Markets, 2006 - 2011 (Tabular
Format)
- Exhibit 114: NSCLC Market ($US), Major Markets, 2006 - 2011 (Graphical
Format)
- Exhibit 115: Timeline of Key Events, NSCLC Market, 2006 - 2011
- Exhibit 116: NSCLC Market ($US), by Country, 2006 - 2011
- Exhibit 117: NSCLC Market ($US), by Drug Class, 2006 - 2011
- Exhibit 118: NSCLC Market, by Drug Class, as a % of Total, 2006 and 2011
- Exhibit 119: Taxane Market ($US), by Drug, 2006 - 2011
- Exhibit 120: Taxane Market ($US), by Country, 2006 - 2011
- Exhibit 121: Antimetabolite Market ($US), by Drug, 2006 - 2011
- Exhibit 122: Antimetabolite Market ($US), by Country, 2006 - 2011
- Exhibit 123: EGFR Inhibitor Market ($US), by Drug, 2006 - 2011
- Exhibit 124: EGFR Inhibitor Market ($US), by Country, 2006 - 2011
- Exhibit 125: VEGFR Inhibitor Market ($US), by Drug, 2006 - 2011
- Exhibit 126: VEGFR Inhibitor Market ($US), by Country, 2006 - 2011
- Exhibit 127: Platinum Agent Market ($US), by Drug, 2006 - 2011
- Exhibit 128: Platinum Agent Market ($US), by Country, 2006 - 2011
Section 7: Appendices
- Exhibit 129: Discount Prices
- Exhibit 130: Dosing Assumptions for NSCLC Regimens
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