terça-feira, março 22, 2005
Como lançar um anti-retroviral com sucesso
Gaining rapid market share in the maturing, $6 billion HIV antiretroviral market requires skillful pre-launch activity to compliment the standard recipe adopted for post-launch operational sales. Recent product launches by BMS, Gilead, GSK and Abbott may provide insight and inspiration for companies looking to establish their products in this increasingly crowded market.
Datamonitor research suggests HIV antiretroviral drugs accounted for $5.7 billion in sales in 2003 and are expected to enjoy continued growth over the next decade, driven by continued rises in HIV incidence and patient diagnosis. In fact in 2014, it is forecast that the commercial market will have grown to reach $10.2 billion.
Of the 26 currently marketed HIV antiretrovirals, around one third have been launched since 1999, demonstrating a high rate of new product development.I ndeed, three of the five top selling antiretrovirals in 2003 were launched in this timeframe. Newly launched HIV antiretrovirals differ markedly in their speed of uptake. Abbott's Kaletra (lopinavir/ritonavir) and Gilead's Viread (tenofovir disoproxil) are examples of successful launches. Both rapidly gained significant market shares despite being launched into classes with intense competition.