FEBRUARY 2010 NEWSLETTER

Welcome to the Life Science Strategy Group (LSSG) complimentary e–newsletter, keeping you up–to–date with the latest life sciences news and consulting insights.

In this issue, we present articles on Insomnia Patient Flow & Buying Process, CINV/RINV Opportunity Assessment and a therapeutic area focus on Vaccine Resurgence.

If there are other specific Life Science topics you´d like LSSG to provide insights on in subsequent e–newsletter editions, please let us know. If you are not interested in receiving our complimentary e–newsletter in the future, please notify us below.

With best wishes,
Life Science Strategy Group

INSOMNIA PATIENT FLOW & BUYING PROCESS ANALYSIS

Wide-Eyed Insomnia Opportunities

The $3.2B global insomnia therapeutics market is forecast to grow at an annual rate of 1.8% for the next seven years driven primarily by the increasing prevalence of insomnia cases. Barriers tempering market growth include low insomnia treatment and diagnosis rates, and as a result, the success of insomnia drugs increasingly rests on the attitudes and experiences of the patient – not the prescriber. Through rigorous quantification and detailed analysis of insomnia patient behavior throughout the buying process, in combination with insight from sleep specialists, primary care providers and payers, insomnia brand potential can be maximized and opportunities identified.

Insomnia patients note a strong need for new pharmacologic alternatives especially in light that occasional insomnia episodes can last an average of 5-6 nights and chronic episodes up to 2 weeks, “I don’t have trouble falling asleep, but I wake up in the middle of the night and can’t fall back to sleep - nothing seems to work, not over-the-counter meds, not prescription drugs…nothing. My primary care doc suggested a sleep specialist; I don’t know what else I can do.” Given that in some instances up to 54% of insomnia patients, including occasional and chronic sleep onset and middle-of-the night (MOTN)-waking patients, fail 1st line drug insomnia treatment, opportunities exist to improve the standard of care. Leading sleep specialists note that more treatment alternatives, fewer drug-drug interactions and side effects and faster onset of action are critical unmet needs in the treatment of insomnia. “We have very limited choices, especially for middle-of-the night waking patients. Once you’ve exhausted your choices, there are not many alternatives. In some cases, I’ve resorted to putting insomnia patients on benzodiazepines - Halcion for example.”

Consumer-driven therapeutic markets like insomnia can benefit greatly from structured patient flow and buying process analysis. Life Science Strategy Group’s patient research database combined with its recognized physician, thought leader and managed care primary research and consulting insight, can increase the depth of understanding of patients’ behavior, preferences and influence within the healthcare system. LSSG’s patient flow and buying process analysis provides pharmaceutical marketers greater opportunity to leverage the distinct value of their brands with consumers and other stakeholders and helps to guide targeting, positioning/message development and marketing strategy decisions. In-line brand managers can turn to LSSG’s patient flow and buying process analysis services to:

  • Map the patient flow and buying process for the target indication, and identify key leverage and trigger points as well as drivers and barriers to treatment decisions.
  • Develop a detailed understanding of the process for patient management including first recognition of disease, screening and diagnosis, treatment and compliance and persistency.
  • Understand the role and influence of key stakeholders’ referral patterns, treatment algorithms, switching dynamics and long-term patient management.
  • Monitor changes in brand attribute ratings and competitive brands, assess opportunities for second or third-line therapies and incorporate key findings into situational analyses and brand plans.

To request a detailed case study or to learn more about LSSG’s patient flow & buying process analysis, please contact Life Science Strategy Group at 1-800-941-6373 or email info@lifesciencestrategy.com.

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CINV/RINV OPPORTUNITY ASSESSMENT

Novel CINV/RINV Product + Unmet Medical Need = Large Potential Revenues

Up to 80% of patients receiving chemotherapy or radiotherapy experience some level of nausea and vomiting. The individual risk of developing chemotherapy-induced and radiotherapy-induced nausea and vomiting (CINV/RINV) is dependent upon both patient-related (e.g., health status and age) and treatment-related (e.g., dosage and frequency) factors. Given the treatable patient population, 1st line CINV/RINV treatment failure / discontinuation rates as high as 25%, the need for better control of delayed emesis and more affordable treatment choices, opportunities within the CINV/RINV market are very real.

Nearly 50% of all CINV and RINV patients experience moderate or severe nausea and vomiting. The impact of CINV/RINV on chemotherapy and radiotherapy patient care as well as the burden on overall healthcare costs is significant. Over half of oncology nurses surveyed report stopping or delaying patients’ chemotherapy because of CINV. Radiation and medical oncologists agree that treating CINV is particularly challenging, “While daily radiation treatment puts radiotherapy patients at risk for prolonged nausea and vomiting, CINV is more unpredictable than RINV and therefore more challenging to treat. Some patients, no matter what you do, just can’t be helped.” Moreover, the average cost of uncontrolled CINV is approximately $500 per patient receiving highly or moderately emetogenic chemotherapy in the first chemotherapy cycle with the majority of costs occurring during the delayed phase, post-chemotherapy. Patients fail oral anti-emetic therapy for a variety of reasons including cost of therapy, lack of CINV/RINV relief, slow onset of action and trouble swallowing medications during CINV/RINV. Compounding these problems, approximately one-quarter of all CINV and RINV patients also develop diarrhea along with nausea and vomiting.

Analysis of potential market opportunities like those in CINV/RINV can be better understood and quantified with the proper consulting approach and methodology. Life Science Strategy Group’s multi-phase opportunity assessment combines secondary research and in-depth primary interviews with quantitative Internet surveys and robust forecast models. LSSG’s established methodology provides clients with statistical confidence with rich qualitative insight and is an indispensible resource for new product planning.

  • Gather qualitative perceptions of target patient populations and treatment algorithms including current satisfaction with standard of care, existing treatment challenges and unmet medical needs
  • Understand the minimum and ideal attributes of potential new therapeutics and “adoption levers” for the market
  • Understand rationale for stakeholder (e.g., KOLs, payers, clinicians, etc.) perceptions of a product concept versus existing therapies and products in development
  • Understand future treatment concerns and how any treatment paradigm shift may impact utilization of a new therapy
  • Assess price and reimbursement sensitivities
  • Develop robust and easy-to-use forecast models

To request more information on LSSG's opportunity assessments, please contact Life Science Strategy Group at 1-800-941-6373 or email info@lifesciencestrategy.com.

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VACCINE RESURGENCE

Drug Makers Look to Vaccines as a Source of Growth

Less than 5 years after many pharmaceutical companies abandoned their vaccine businesses; a major resurgence in vaccines is underway. Faced with increasing competition from generics and thin development pipelines, many drug makers are now looking to the vaccine market as a source of growth. Advances in technology, growing government support and the potential for significant profits have attracted new companies to the industry, from start-up biotechnology companies to large pharmaceutical firms like Johnson & Johnson. Vaccines appear to offer an attractive strategic alternative to pharmaceuticals. According to market research estimates, vaccine sales are expected to double, from $19 billion in 2008 to $39 billion in 2013, a five-fold increase over 2004. In the same 5 year period, pharmaceuticals sales are projected to increase by a third.

Just a little over a decade ago, GlaxoSmithKline sold only one vaccine. Today it sells 12 vaccines in the US and 30 worldwide, with twenty more in clinical development. Industry wide, vaccines are under development for a host of conditions, including malaria, tuberculosis, Alzheimer’s Disease, AIDS, Pandemic flu, genital herpes, grass allergies, urinary tract infections and traveler’s diarrhea - all potentially huge markets and opportunities. A universal flu vaccine is also in the works - under development at J&J's vaccine partner, Crucell NV - and vaccines may soon become available in patch, nasal spray and oral dosing formulations.

Pfizer's acquisition of Wyeth was said to be driven in part by interest in acquiring vaccine expertise. Wyeth’s Prevnar®, which is the most successful vaccine in history, generated $2.7 billion in sales in 2008. It was the first vaccine to generate more than a billion dollars in annual sales. (Merck’s Gardasil® for cervical cancer is a close second with sales of $2.3 billion.) A new and improved version of Prevnar® is pending approval, and with it billions more in sales are expected. With the expertise acquired with Wyeth, Pfizer is moving ahead on development of a vaccine for Alzheimer's Disease.

The US government recommends 17 vaccines for children, a half-dozen vaccines for everyone over 18 and up to four more for some people at high risk. Additionally, the current low vaccination rates among pre-teens and adolescents (as reported by the Center for Disease Control for 2008) for Tetanus-Diphtheria-Pertussis booster (Tdap) – 40.8%, Meningococcal vaccine (MCV4) – 41.8% and Human Papillomavirus (HPV) vaccine (for females) – 37.2% represent significant unmet needs and growth opportunities for vaccine manufacturers. The last decade has seen breakthrough vaccines developed against pneumococcal disease and rotavirus - two of the world’s top killers - meningitis, cervical cancer and more. Increased childhood, pre-teen, adolescent and adult immunization and success against conditions like AIDS, allergies and Alzheimer's Disease would likely generate billions of dollars in annual sales, turning this once niche, low profit business into a booming industry.

Life Science Strategy Group, LLC can help you understand the reemerging vaccine opportunity. With a global database of opinion leaders, clinicians, payers and patients and experienced consultants, LSSG is a leading provider of market research and strategic consulting services within the global vaccines market. Services include:

  • Patient Behavior & Buying Patterns for Vaccines
  • Strategic Market Assessments of Therapeutic Vaccines
  • Pricing Strategy for Vaccines
  • Identification of Vaccine Portfolio Expansion Opportunities

For more information on LSSG’s services, please visit www.lifesciencestrategy.com or email info@lifesciencestrategy.com.

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