Commercial Insight: Insomnia Strong Brand Identity Critical To Differentiation In An Increasingly Crowded Market.DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c62690) has announced the addition of "Commercial Insight: Insomnia insomnia, abnormal wakefulness or inability to sleep. The condition may result from illness or physical discomfort, or it may be caused by stimulants such as coffee or drugs. However, frequently some psychological factor, such as worry or tension, is the cause. Strong Brand Identity Critical to Differentiation in an Increasingly Crowded Market" to their offering. Ambien has remained the clear leader in the insomnia market for over a decade, with 2006 sales of over $2.3 billion across the seven major markets. The success of Ambien is attributable to a favorable fa·vor·a·ble adj. 1. Advantageous; helpful: favorable winds. 2. Encouraging; propitious: a favorable diagnosis. 3. side-effect profile and half-life. However, due to recent patent expiries in the US and Japan, Ambiens leadership status is finally under threat and the market is undergoing some dramatic changes Scope of this title: This report focuses on the leading prescription therapies used in insomnia, with sales and volume country- and indication- specific forecasts to 2016 Assessment of current and future opportunities and threats in the insomnia market across the seven major pharmaceutical markets Future market events that are expected to affect drug revenues are discussed and quantified for each of the seven major markets Discussion of lifecycle management and branding strategies, focusing on Sanofi-Aventis, Sepracor and Takeda with insight from opinion leaders Highlights of this title: Sanofi-Aventiss continuing market leader status is attributable to astute as·tute adj. Having or showing shrewdness and discernment, especially with respect to one's own concerns. See Synonyms at shrewd. [Latin ast portfolio management, beginning with the launch of a controlled release formulation of Ambien, Ambien CR Ambien CR (zolpidem tartrate extended release) is different from Ambien (zolpidem tartrate) in that the medication is formulated in a 2 layer tablet. The first layer of the Ambien CR tablet dissolves quickly to help people fall asleep, while the 2nd layer dissolves slowly over the , which we forecast to attain seven major market sales of $1.98 billion by 2016. Strong branding supported by direct-to-consumer (DTC DTC See: Depository Transfer Check DTC See: Depository Trust Company DTC See Depository Trust Company (DTC). ) advertising is an essential element to successful penetration of the insomnia market. Of the three insomnia products launched in 2005, Sepracors DTC advertising campaign for Lunesta has been the most successful owing to owing to prep. Because of; on account of: I couldn't attend, owing to illness. owing to prep → debido a, por causa de the pervasive use of a strong marketing symbol. Although Takedas DTC advertising of Rozerem is distinctive, the strategy has been criticized by interviewed opinion leaders for being unnecessarily complex, a factor which hinders the target audiences understanding of the drugs indication. Reasons to order your copy: Assess the impact of events such as patent expiries and new product launches on the sales of key marketed insomnia products Quantify Quantify - A performance analysis tool from Pure Software. the future size of the insomnia market, in terms of volume and value, in each of the seven major markets Identify lifecycle management and branding strategies that ensure long term growth for key players and strong uptake uptake /up·take/ (up´tak) absorption and incorporation of a substance by living tissue. up·take n. for market entrants respectively Content Outline: Chapter 1. Executive summary Chapter 2. Market definition and overview Chapter 3. Country market assessments Chapter 4. Forecast analysis Chapter 5. Commercial impact and lifecycle management: case studies BIBLIOGRAPHY APPENDICES ap·pen·di·ces n. A plural of appendix. For more information visit http://www.researchandmarkets.com/reports/c62690 Source: Datamonitor |
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