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Cimzia Draws Even With Simponi at Six Months Post Launch According to Recent BioTrends Survey
Date:12/23/2009

EXTON, Pa., Dec. 23 /PRNewswire/ -- BioTrends Research Group, Inc. announces the release of the final wave of LaunchTrends®: Simponi and Cimzia report. The survey was completed by U.S. Rheumatologists (n=77) in late November 2009. BioTrends also conducted qualitative interviews with a subset (n=20) of the survey respondents to get an in-depth view of the sales and marketing messages being employed to differentiate the products. Over the course of the six month study over 300 Rheumatologists were interviewed about their reception to these new agents.

Awareness of both new TNF antagonists was nearly universal among the respondents. The initial favorability rating noted in baseline research in May 2009 for Centocor's Simponi decreased during subsequent waves of research and now trails UCB's Cimzia in both favorability and interest in learning more about these newest agents. The initial favorability rating for Cimzia has risen from the 31% reported in the two prior waves to 48% in this final wave of research coupled with a significant increase in familiarity with the product as well.

Cimzia has made significant gains, with new product share now split between these once-monthly products. Consistent with prior waves of research, Rheumatologists indicate that over 40% of their current patients on these newest TNF agents were switched from the current market share leaders Enbrel and Humira. Although the surveyed Rheumatologists perceive Simponi and Cimzia to be extremely similar, there have been a few areas of differentiation that have started to emerge.

Among Rheumatologists who have used the new anti-TNF products, overall satisfaction has increased to 60% with Simponi and 50% with Cimzia. While both Simponi and Cimzia are expected to gain market share in the next six months, the combined share of the two agents is not expected to exceed 12% of the biologic share in Rheumatoid Arthriti
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SOURCE BioTrends Research Group, Inc.
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