2. Topics
Summary
Market Overview
Medical analysis
Promotional analysis
Cost analysis for leading brands
3. Summary
The Osteoporosis market size:
– Sales: 10.2 Mio US$ in representing 0.4% of the total market GR%
+9.9%, and CAGR 10.7% vs total market GR% of +16.4% and
CAGR +18.3%.
– Units: 559K packs, GR% +10.4% and CAGR +7.4% vs total
market GR% +11.7% and CAGR +9.7%.
Osteoporosis market is derived by Multinational corporations
(Novartis, MSD, Servier, and Sanofi Aventis) represent 85% of the
market.
The osteoporosis is not reimbursed in the MOH and the sales are
driven from the private market (out pocket).
The market is derived by Bisphosphonate class representing 54% of
the total market followed be Calcitonins representing 32%, both
classes represent 86% of the market.
Source: IMS Y09
4. Summary – cont.,
The MKT is consisting of 3 trends
– Bisphosphonate: divided to Alendronate group mainly Fosavance/
Fosamax from MSD with 8 generics, Residronate group mainly
Actonel from Sanofie Aventis with two generic.
– Calcitonin: the oldest trend led by Miacalcic launched in 1986
– Raloxifen: leading the group Evista from Lilly with 4 generics.
The main segment prescribing antiresorptive for osteoporosis are the
ORTH with 76% Rx share and GR of +11%.
Source: IMS Y09
5. Market overview – leading classes
Market segmentation
Source: IMS Y09, values in US$
6. Market overview – leading classes cont.,
Leading corporate per class Leading brands per class
Source: IMS Y09, values in US$
7. Market overview – market development
Total pharma.
+19.5% +19.7% +18.9% +16.4%
Market GR%
Source: IMS Y09, values in K.US$
8. Market overview – Leading corporate performance
Source: IMS Y09, values in US$
9. Market overview – Leading brands performance
Source: IMS Y09, values in US$
10. Medical analysis - Source of RXs
The osteoporosis Rx are mainly generated
from ORTH doctors contributing with 75% of
all antiresorptive Rx.
Other specialties show minor contribution with
a growing potential for the GP segment.
The market is showing low level of stay on
therapy for most of brands with an average of
1.8 Pack/Rx for Miacalcic, 1.6 for Protelos and
2 for Actonel and Fosavance.
Source: IMS MAT Q4/09
11. Medical analysis - Source of RXs
Leading brands per specialty Leading brand source of RXs
Source: IMS MAT Q4/09
12. Promotional analysis - Target specialties
ORTHO is the main target for details
acquiring 68% of the total details.
New shift from ORTHO towards IM in
Y09.
Source: IMS MAT Q4/09
13. Promotional analysis - Leading corp. targeting
Leading corporate per class Corporate target classes
Source: IMS MAT Q4/09
14. Promotional analysis - Share of voice - ORTHO
Novartis has the highest SoV among ORTHO of 25%
(Miacalcic 16% with GR% +41%& ACLASTA +9% with
GR% +22%) with increased focus on IM.
PROTELOS has the highest SoV of 22% with GR% +29%
Source: IMS MAT Q4/09
15. Promotional analysis - Detail SoV analysis
Leading brands per specialty Brand target classes
Source: IMS MAT Q4/09