Insomnia Strong brand identity critical to differentiation in an increasingly crowded market

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Publication Date: 2007-06-28

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Ambien has remained the clear leader in the insomnia market for over a decade, with 2006 sales of over $2.3 billion across the seven major markets. The success of Ambien is attributable to a favorable side-effect profile and half-life. However, due to recent patent expiries in the US and Japan, Ambien's leadership status is finally under threat and the market is undergoing some dramatic changes


Scope

  • This report focuses on the leading prescription therapies used in insomnia, with sales and volume country- and indication- specific forecasts to 2016
  • Assessment of current and future opportunities and threats in the insomnia market across the seven major pharmaceutical markets
  • Future market events that are expected to affect drug revenues are discussed and quantified for each of the seven major markets
  • Discussion of lifecycle management and branding strategies, focusing on Sanofi-Aventis, Sepracor and Takeda with insight from opinion leaders


    • Report Highlights
    Sanofi-Aventis's continuing market leader status is attributable to astute portfolio management, beginning with the launch of a controlled release formulation of Ambien, Ambien CR, which Datamonitor forecasts to attain seven major market sales of $1.98 billion by 2016.

    Strong branding supported by direct-to-consumer (DTC) advertising is an essential element to successful penetration of the insomnia market. Of the three insomnia products launched in 2005, Sepracor's DTC advertising campaign for Lunesta has been the most successful owing to the pervasive use of a strong marketing symbol.

    Although Takeda's DTC advertising of Rozerem is distinctive, the strategy has been criticized by interviewed opinion leaders for being unnecessarily complex, a factor which hinders the target audience's understanding of the drug's indication.


    Reasons to Purchase

  • Assess the impact of events such as patent expiries and new product launches on the sales of key marketed insomnia products
  • Quantify the future size of the insomnia market, in terms of volume and value, in each of the seven major markets
  • Identify lifecycle management and branding strategies that ensure long term growth for key players and strong uptake for market entrants respectively

    • Table of Contents

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