Navigation Links
Physicians Rank Schering-Plough's Marketing Messages for Asmanex as the Most Appealing in the Asthma Drug Market

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., ( 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

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

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:
(Date:6/27/2016)... ... , ... recently awarded their highest five-star rating to Best Buy Eyeglasses, ... the United States and Canada wear eyeglasses. Once considered to be a purely functional ... a fashion statement. Even celebrities use glasses as a way of creating an iconic ...
(Date:6/26/2016)... ... June 26, 2016 , ... Brent Kasmer, a legally blind and certified personal trainer is ... a fitness app. The fitness app plans to fix the two major problems leading the ... one size fits all type program , They don’t eliminate all the reasons ...
(Date:6/25/2016)... ... June 25, 2016 , ... "With 30 hand-drawn hand gesture animations, FCPX users ... - CEO of Pixel Film Studios. , ProHand Cartoon’s package transforms over 1,300 ... Pro X . Simply select a ProHand generator and drag it above media or ...
(Date:6/25/2016)... ... June 25, 2016 , ... Conventional wisdom preaches the benefits of ... of the latter, setting the bar too high can result in disappointment, perhaps even ... progress toward their goal. , Research from reveals that behind ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... ... Conference and Scientific Sessions in Dallas that it will receive two significant new ... the grants came as PHA marked its 25th anniversary by recognizing patients, medical ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... , June 23, 2016 ... "Pharmaceutical Excipients Market by Type (Organic Chemical (Sugar, ... Formulation (Oral, Topical, Coating, Parenteral) - Global Forecast to ... The global pharmaceutical excipients market ... at a CAGR of 6.1% in the forecast period ...
(Date:6/23/2016)... June 23, 2016 Capricor ... ), a biotechnology company focused on the discovery, ... that patient enrollment in its ongoing randomized HOPE-Duchenne ... exceeded 50% of its 24-patient target. Capricor expects ... third quarter of 2016, and to report top ...
(Date:6/23/2016)... and INDIANAPOLIS , June ... receiving a Lilly Diabetes Tomorrow,s Leaders Scholarship is any ... scholarship winners, announced today online at ... type 1 diabetes stand in the way of academic ... supported the Foundation,s scholarship program since 2012, and continues ...
Breaking Medicine Technology: