Oncologists Rank Aloxi’s Marketing Message Most Influential in the Chemotherapy-Induced Nausea and Vomiting Drug Market

December 4, 2008

WALTHAM, Mass., Dec. 4 /PRNewswire/ — Decision Resources, one of the
world’s leading research and advisory firms focusing on pharmaceutical and
healthcare issues, finds that Eisai/Helsinn Healthcare’s Aloxi’s marketing
message (“Better in acute, better in delayed”) is rated the most influential
by oncologists in the chemotherapy-induced nausea and vomiting drug market.
Oncologists accurately identified Aloxi’s messages with the brand,
highlighting the strength of the Aloxi messaging campaign.

According to the new report entitled Brands & Strategies:
Chemotherapy-Induced Nausea and Vomiting, U.S. physicians rate Aloxi higher
than Merck’s Emend in terms of top-of-mind therapy despite Aloxi and Emend
launching in the same year in the United States. Emend scored low in terms of
brand recognition with less than 20 percent of oncologists identifying the
correct messages associated with the brand. Surveyed oncologists rate Emend’s
marketing messages (“More complete prevention comes from two directions” and
“Used in more than 2.7 million chemotherapy cycles over 5 years”) in the
bottom three most influential messages, with the latter being the least
identifiable message. Despite this, both Emend and Aloxi are forecasted to
dominate the chemotherapy-induced nausea and vomiting market in 2012.

“Promotional spending on chemotherapy-induced nausea and vomiting drug
therapies in the United States is relatively low compared to other therapeutic
areas,” said Marcus Hoyle, analyst at Decision Resources. “In 2007 $61 million
was spent by the leading competitors (Merck, MGI Pharma/Eisai, Roche and
Sanofi-Aventis) in the United States to promote their respective brands.”

About Brands & Strategies

The Brands & Strategies report series from Decision Resources reveals what
it takes to be successful in a pharmaceutical market. It offers the most
comprehensive commercial analysis of the brands and strategies of competing
companies so they can better position themselves in a market and plan future
strategy based on what competitors are doing. Brands & Strategies is the first
and only report series to bring together all the competitive information
elements pharma companies need to make informed decisions about their brands
and next-steps.

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chosen markets.

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    For more information, contact:

    Heather Hilty              Elizabeth Marshall
    Decision Resources         Decision Resources, Inc.
    781-296-2536               781-296-2563
    hhilty@dresources.com      emarshall@dresources.com

SOURCE Decision Resources

Source: newswire

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