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Commercial Insight: Antihormonal Cancer Therapies - Leading Brands Strive to Minimize Generic Sales Erosion
Date:11/8/2010

8: additional cuts to the price of oncology drugs in Italy are impending under its pay-for-performance scheme 47

France 48

Current and future market assessment 48

The antihormonal therapies market in France will peak at around $654m in 2010. 48

Germany 51

Current and future market assessment 51

The antihormonals therapies market will grow from $727m in 2009 to $835m in 2019 in Germany 51

Italy 55

Current and future market assessment 55

The antihormonal therapies market will grow from $484m in 2009 to $512m in 2019 in Italy 55

Spain 58

Current and future market assessment 58

The antihormonals market in Spain will marginally shrink from $418m in 2009 to $396m in 2019 in Spain 58

UK 61

Current and future market assessment 61

The antihormonal therapies market will grow from $333m in 2009 to $348m in 2019 in the UK 61

Rest of the world snapshot 65

Current market assessment 65

Rest of the world sales represent 18% of the global antihormonals market 65

Opportunities and threats 66

Opportunity 1: incidence of cancer is forecast to increase in the BRIC countries 66

Opportunity 2: emerging markets continue to attract pharma companies despite challenges 67

Threat 1: cost of new therapies is a barrier to market penetration 67

BRAND DYNAMICS 68

Overview of competitive landscape 68

Arimidex, Lupron and Casodex will be the top three antihormonal brands in 10 years time 68

Drivers of brand choice 69

Efficacy and toxicity are the most important drivers of brand choice 69

Trends in marketing strategies 70

Marketing strategy for leading brands 70

Patient information and support programs 71

Direct-to-consumer advertising 73

Arimidex (anastrozole; AstraZeneca) 74

Drug profile 75

Product positioning 75

SWOT analysis 76

Brand forecast to 20
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