JANUARY 7, 2004
THE MARVELS OF MARKETING DRUGS
. An outfit called Datamonitor has published a report to be used by drug companies to expand their reach into the ?depression market.?
Yes, it?s a market.
That?s how the drug companies see it.
As in, sell more drugs.
?Bob, how can we penetrate this market further? What symptoms can we exploit so we can get our antidepressant drugs to more people? We have to target more than just straight depression. What other categories of mental disorder can we use to extend the reach of our drugs??
People make a good living at this kind of marketing research.
?Bob, how about targeting people who fall down on the ice in winter? How about people who wear shades indoors? How about people who feel compelled to blow their nose during classical music concerts? How about people who shop at Tiffany?s??
Here are several excerpts from this Datamonitor report:
Introduction: The growth of the antidepressant market over the last decade has been built upon increasingly sophisticated marketing strategies. This has not only made the depression market highly competitive, but also produced an expanded patient potential as manufacturers move their products into non-traditional markets.
Report Highlights: Traditionally, manufacturers have sought indications in anxiety disorders to ensure product growth. However, following the licensing of fluoxetine [Prozac] for bulimia and bupropion for smoking cessation, Datamonitor has identified a third phase of potential development for antidepressant drugs. By targeting non-anxiety disorders, manufacturers are continually escalating the patient potential for their drugs, which is crucial if the rapid expansion of the antidepressant is to be continued in this decade. Understand the prevalence level of depressive symptoms in the treated population * Enhance your understanding of how these symptoms respond to current therapies * Identify the prevalence level of specific anxiety disorders in the treated depression population * Increase your understanding of the prevalence level of non-anxiety disorders in depression patients * Discover the commercial and strategic opportunities that exist in these areas of the depression market.
Sleep disorders are the most important symptom influencing antidepressant drug choice. The treatment of sleeping disorders offers opportunities for new manufacturers to enter the depression market and potential secondary indications for Organon and Bristol-Myers Squibb Opinion leaders identified physical symptoms of depression as a key area for growth, as it is an underdeveloped market. Datamonitor believes that both Wyeth and Lilly will specifically target these symptoms over the next few years and should consider moving into other pain areas to maximize revenues
Movement into anxiety disorders has traditionally been the main line extension strategy for antidepressant medications. However, the competitiveness of this market means that players must seek out under developed areas, such as GAD [General Anxiety Disorder] or SAD [Seasonal Anxiety Disorder], to ensure this strategy provides a solid return on investment.
Antidepressant manufacturers must target non-anxiety disorders, such as eating disorders, to ensure that growth rates are sustained. However, despite the clear opportunities that exist in these markets, Datamonitor believes that manufacturers will have to develop sophisticated entry strategies to ensure revenue success.
End of excerpt
Lovely, isn?t it?
Sell those drugs. Exploit the market. Target the people. Does this sound like the na?ve and humane version of medicine we are taught about?
?We?re only here to do good. Of course, good means finding every nook and crevice into which we can push our product. What about lame giraffes in zoos? Couldn?t they benefit from Paxil administered from a very tall ladder??
JON RAPPOPORT www.nomorefakenews.com
The news on the left is by Jon Rappoport.
Click here for todays news.
Search the news archive: