Growth Opportunities for Actemra Will Propel Roche to Sixth Position in the Rheumatoid Arthritis Market by 2012
Recent Entrants Invest Heavily in Promotion to Capture Share in Mature Market, According to a New Report from Decision Resources
Currently, physicians rely heavily on TNF-alpha inhibitors in early lines of biological therapy, and reserve agents with other mechanisms of action, such as Orencia and Biogen Idec/Genentech’s Rituxan (also marketed by Chugai and Zenyaku Kogyo in
“Despite a recent regulatory setback in the U.S., physicians are cautiously optimistic about the efficacy of Actemra,” said Dancella Fernandes, Ph.D., analyst at Decision Resources. “Decision Resources anticipates the drug’s uptake as a treatment for inadequate responders to TNF-alpha will garner Actemra sales of
The report also finds despite significant increases in promotional spend coinciding with the launch of Orencia and Rituxan, these relatively new entrants are struggling to secure significant market share in the mature rheumatoid arthritis market. Promotional spending doubled and increased tenfold (for Orencia and Rituxan, respectively) in 2006 compared with 2005. While Rituxan’s spend remained similar in 2007 compared to 2006, Orencia’s spend increased fivefold in 2007. Despite these efforts, only one percent of surveyed rheumatologists reported that Orencia or Rituxan was the first brand that came to mind when thinking of rheumatoid arthritis treatments.
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