Navigation Links
Physicians Rank Schering-Plough's Marketing Messages for Asmanex as the Most Appealing in the Asthma Drug Market
Date:11/5/2008

Patients Respond Most Favorably to the Marketing Messages for Advair and Xolair, According to a New Report from Decision Resources

WALTHAM, Mass., Nov. 5 /PRNewswire/ -- Decision Resources one of the world's leading research and advisory firms focusing on pharmaceutical and healthcare issues, finds that physicians and patients respond to different marketing messages when considering which asthma medicine to use. Physicians indicate that brands conveying messages of improvements in patient-centered outcomes such as number of symptom-free days, reduction in acute exacerbations and quality of life receive more positive feedback than messages directed at particular drug attributes such as method of delivery, device characteristics and dosing frequency. Schering-Plough's marketing message for Asmanex was ranked as the most appealing to physicians as compared with the other brand messages. Asmanex's marketing speaks to physicians' interest in prescribing treatments that effectively address patients' symptoms throughout the entire day.

The new report entitled Brands & Strategies Asthma also finds that patients, on the other hand, respond most favorably to the marketing messages for Advair and Xolair which focus on symptom improvement and asthma control.

Advair's message of "Fewer Asthma Symptoms, Better Breathing," appeals to a higher percentage of pulmonologists than of primary care physicians (PCPs). Surprisingly, PCPs find Xolair's message of "Allergic asthma: Do you have as much control as you should?" more appealing than pulmonologists, even though pulmonologists prescribe this drug more than PCPs do.

"PCPs treat numerous patients that have both asthma and allergic conditions such as allergic rhinitis and chronic sinusitis," said Regina Jammen, M.S., analyst at Decision Resources. "Xolair's message of control regarding allergic asthma resonates with these physicians likely as a result of the frequency with which the physicians encounter this clinical scenario."

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.

About Decision Resources

Decision Resources, Inc., (http://www.DecisionResources.com) is a world leader in healthcare market research publications, advisory services, and consulting designed to help clients shape strategy, allocate resources, and master their chosen markets.

About Decision Resources, Inc.

Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at http://www.DecisionResourcesInc.com.

All company, brand or product names contained in this document may be trademarks or registered trademarks of their respective holders.

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
Copyright©2008 PR Newswire.
All rights reserved

Related medicine news :

1. Broad-based group of physicians calls for improvement in stroke treatment
2. Latest DES Analysis Stresses Importance of Physicians Well-Trained in Implantation Technique and Patient Follow-Up
3. Psychiatrists are the least religious of all physicians
4. Maimonides Expands Circulation of Physicians Practice Journal to Staten Island Doctors
5. Scientists, physicians present latest findings in personalized cancer treatment and prevention
6. NNN Healthcare/Office REIT Acquires St. Mary Physicians Center in Long Beach, California
7. U.S. Physicians Question Presidential Candidates
8. New Jersey Physicians Launch New, Statewide Association to Fight for Stronger Voice in Healthcare
9. Internal medicine physicians recommend key elements to guide state initiatives
10. Fingertip Formulary Mobile(TM) is Now Available for Physicians and Other Healthcare Providers Free on PDAs
11. American College of Physicians publishes The Fenway Guide to LGBT Health
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/27/2016)... ... ... TherapySites, the leading website and online marketing ... Association. This new relationship allows TherapySites to continue to extend their online ... and promotional offers. , "TCA is extremely excited about this new partnership, as ...
(Date:6/27/2016)... Park, KS (PRWEB) , ... June 27, 2016 , ... ... in retailers of Eyeglasses . , Millions of individuals in the United States ... eyeglasses have become a way to both correct vision and make a fashion statement. ...
(Date:6/26/2016)... ... 2016 , ... Pixel Film Studios Released ProSlice Levels, a Media Slicing Effect ... videos a whole new perspective by using the title layers in ProSlice Levels ... , ProSlice Levels contains over 30 Different presets to choose from. FCPX ...
(Date:6/26/2016)... ... June 26, 2016 , ... ... have been diagnosed with endometriosis. These women need a treatment plan to not ... comprehensive approach that can help for preservation of fertility and ultimately achieving a ...
(Date:6/25/2016)... , ... June 25, 2016 , ... The temporary closing of Bruton Memorial Library on ... Observer , brings up a new, often overlooked aspect of head lice: the parasite’s ability ... fumigation is not a common occurrence, but a necessary one in the event that lice ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... INDIANAPOLIS , June 23, 2016 ... Tomorrow,s Leaders Scholarship is any indication, the future is ... online at www.diabetesscholars.org by the Diabetes Scholars ... in the way of academic and community service excellence. ... program since 2012, and continues to advocate for people ...
(Date:6/23/2016)... Revolutionary technology includes multi-speaker listening ... industry leaders in advanced audiology and hearing aid technology, ... ™, the world,s first internet connected hearing aid that ...      (Photo: http://photos.prnewswire.com/prnh/20160622/382240 ) , ... ,world firsts,: , TwinLink™ - the first ...
(Date:6/23/2016)... 2016 The vast majority of dialysis patients ... Treatments are usually 3 times a week, with treatment ... travel time, equipment preparation and wait time.  This regimen ... for patients who are elderly and frail.  Many elderly ... rehabilitation centers for some duration of time. ...
Breaking Medicine Technology: