Bristol-Myers Squibb and Otsuka Pharmaceutical Spend Nearly Twice as Much on Promotion as Other Drug Companies in the Atypical Antipsychotics Market Yet Gain Minimal Company Recognition Among Physicians

WALTHAM, Mass., March 5 /PRNewswire/ -- Decision Resources has produced a new report that finds that Bristol-Myers Squibb and Otsuka Pharmaceutical spend almost twice as much on Abilify's promotion as other marketers of atypical antipsychotics spend promoting their agents. Surprisingly, psychiatrists and primary care physicians surveyed cite Eli Lilly's Zyprexa and AstraZeneca's Seroquel, respectively, as the companies from which they receive the most promotional material, and fewer than 10% mention Bristol- Myers Squibb or Otsuka Pharmaceutical as a top-of-mind company in atypical antipsychotics.

The overall branded atypical antipsychotics market is expected to grow from $15.9 billion in 2007 to $17.8 billion in 2011 before declining to $13.5 billion in 2012. These market dynamics are due to a balance of generics, launches of new agents, and growth in new indications.

"The atypical antipsychotics market has undergone huge shifts in market leadership that will continue over the forecast period (2007-2012)," said Sandra Chow, analyst at Decision Resources. "Eli Lilly's Zyprexa had been the U.S. sales leader for many years. However, in 2006, Janssen's Risperdal overtook Zyprexa's position as the sales leader for the seven major markets. Seroquel will become the seven-market sales leader in 2008. Changes in market leadership will continue over the forecast period as four of the five leading atypicals (Risperdal, Zyprexa, Seroquel and Pfizer's Geodon) face generic competition."

About Brands & Strategies

Brands & Strategies is the first and only report series to bring together all of the competitive information elements biopharmaceutical companies need to make informed decisions about their products and best next-steps. Each report includes the following:

    -- Physician perceptions of companies & brand attributes
    -- Physician preference for sources of information
    -- Physician opinion of future strategies, messaging and upcoming events
    -- Overview of competitive landscape
    -- Pipeline analysis by company within a specific disease
    -- SWOT analysis on each brand
    -- Brand lifecycle strategy, including clinical trial competitive analysis
    -- Trend analysis of brand-specific messaging
    -- Brand-specific, event-driven, 5-year annualized market forecast
    -- Country-specific, event-driven market share projections by company and
       brand
    -- Drug class and brand vs. generics sales by country
    -- Pricing analysis with company-specific strategy
    -- Reimbursement environment by region
    -- Analysis of promotional spend for each product
    -- Potential marketing strategies based on ongoing clinical trials
    -- Prevalent and diagnosed population by country

About Decision Resources

Decision Resources, Inc., (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.

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    For more information, contact:
    Elizabeth Marshall
    Decision Resources, Inc.
    781-296-2563
    emarshall@dresources.com