Download Marketing Strategy

12
Tanabe Seiyaku Co., Ltd.
Marketing Strategy
Ethical pharmaceuticals are Tanabe’s
core field of business, and the Company
is committed to expanding the market
presence of its principal drugs through
the further enhancement of its marketing
capabilities. Centered on product managers, who are responsible for formulating product sales strategies, 950 medical
representatives (MRs) will work together
to implement sales promotion activities
from the patient’s point of view.
STEADILY BUILDING SALES OF CORE DRUGS THROUGH PATIENT-ORIENTED
MARKETING ACTIVITIES
Tanabe has a large number of drugs with distinctive strengths. These include diltiazem
(Herbesser) and bisoprolol (Maintate), treatments for angina pectoris and hypertension; imidapril (Tanatril), an anti-hypertension agent; nicergoline (Sermion), a cerebral circulation and
metabolism ameliorator; Ceredist, an agent for treating spinocerebellar degeneration; ecabet
sodium (Gastrom), an agent for treating gastritis and gastric ulcer; fluvastatin (Lochol), an agent
for treating hypercholesterolemia; and Talion, an anti-allegy agent. We will intensify marketing
activities for these core products.
In addition, in May 2002, we began sales of the promising new drug Remicade. It was initially approved for treating active Crohn’s disease, and in July 2003 it was approved for rheumatoid
arthritis. An estimated 700,000 to 800,000 rheumatoid arthritis patients in Japan are waiting for
a powerful new drug. Through patient-oriented promotion activities, Tanabe will strive to
heighten Remicade’s market presence.
REDOUBLING EFFORTS TO ENHANCE MARKETING CAPABILITIES THROUGH
ORGANIZATIONAL REFORM
We have introduced a product manager system and heightened our ability to formulate the optimal sales strategy in accordance with the life cycle of each product. In this way, we are making
progress with the establishment of a sales system that will expand the market shares of our core
products and extend their life cycles. At the same time, to improve the skills of our MRs we have
established a trainer system for the front lines of our marketing activities so that highly experienced MRs can communicate their know-how to large numbers of their coworkers. In April 2003,
we established a new department and commenced full-fledged trainer activities.
In overseas markets, we will focus on important Asian markets, such as China, and consider
building our own sales capabilities in Europe and the United States.
Annual Report 2003
13
Over view of Core Ethical Drugs
Diltiazem (Herbesser)
Treatment of angina pectoris and hypertension (calcium antagonist)
•Launched: 1974 •Origin: Tanabe •Annual sales: ¥20.7 billion (of which, overseas sales were ¥4.6 billion)
Diltiazem (Herbesser), an agent developed by
Tanabe for treating angina pectoris and hypertension, is an innovative ethical drug that is
widely used around the world. It both reduces
the burden on the heart by lowering the heart
rate and dilates coronary blood vessels, thereby
increasing the supply of oxygen to the heart. As
a result, it is “gentle on the heart” when used in
the treatment of angina pectoris and hyperten-
Diltiazem (Herbesser)
sion. Due to its superior efficacy, it has built a
position as a leader in the global calcium antagonist market. It is currently sold in more than 110
countries. The results of a large-scale clinical
trial, NORDIL, which were published in 2000,
demonstrated the effectiveness of diltiazem
(Herbesser) in preventing stroke, and we expect
it to find growing use as an agent for the prevention of stroke in the years ahead.
Imidapril (Tanatril)
Treatment of hypertension (ACE inhibitor)
•Launched: 1993 •Origin: Tanabe •Annual sales: ¥16.8 billion (of which, overseas sales were ¥600 million)
Imidapril (Tanatril), an ACE inhibitor used in
the treatment of hypertension, has been highly
evaluated in domestic and international markets
for its beneficial characteristics, such as excellent
blood pressure control, heart protective action,
and minimal incidence of dry cough, which is a
common side effect of ACE inhibitors. In January
2002, we obtained the approval of an additional
indication for diabetic nephropathy accompanying type I diabetes. As of May 25, 2003, imidapril
(Tanatril) was available in 26 countries, including Japan.
Nicergoline (Sermion)
Cerebral circulation and metabolism ameliorator
•Launched: 1988 •Origin: Pharmacia •Development: Tanabe •Annual sales: ¥14.8 billion
Imidapril (Tanatril)
Nicergoline (Sermion) is a derivative of an ergot
alkaloid for which various pharmacological
actions have been confirmed. It is an international drug that is currently sold in more than 50
countries, principally as an agent for treating the
sequela of cerebral infarction. In June 1998,
Japan’s Ministry of Health and Welfare completed a reevaluation of five drugs of this type, and
nicergoline (Sermion) was the only one of the five
that had its effectiveness reconfirmed.
Nicergoline (Sermion) has become the market
leader.
Ceredist
Treatment of spinocerebellar degeneration
•Launched: 2000 •Origin: Tanabe •Annual sales: ¥11.8 billion
Ceredist, developed by Tanabe, is the world’s
first oral TRH (thyrotrophin-releasing hormone)
derivative. It improves the dynamic ataxia
caused by spinocerebellar degeneration and
offers both strong action on the central nervous
system and extremely weak hormone action, a
cause of side effects. Previously, the only treat-
14
Tanabe Seiyaku Co., Ltd.
ment of spinocerebellar degeneration was the
injection of TRH. However, as Ceredist can be
administered orally, it significantly decreases the
burdens on patients, such as frequent trips to the
hospital, and makes a substantial contribution to
improving their quality of life. Ceredist has been
designated an orphan drug.
Bisoprolol (Maintate)
Treatment of angina pectoris and hypertension (selective ß 1 blocker )
•Launched: 1990 •Origin: Merck KGaA •Development: Tanabe •Annual sales: ¥9.8 billion
Bisoprolol (Maintate) is a beta blocker with high
ß1 selectivity and excellent pharmacokinetics,
and it is both highly effective and safe. As a
result, it has been positively evaluated around
the world for the treatment of hypertension,
angina pectoris, and arrhythmias. The drug is
marketed internationally in more than 80 countries. In 1999, the results of the CIBIS-II study,
which demonstrated the potential of bisoprolol
Ceredist
(Maintate) as an agent for treating chronic heart
failure, were released, and in the same year an
additional indication for this condition was
approved in Europe. In Japan, preparations for
the clinical trial for an additional indication for
chronic heart failure (MAIN-CHF) are under
way. In the near future, it will make a significant
contribution to improving the quality of life for
patients with heart failure.
Ecabet sodium (Gastrom)
Treatment of gastritis and gastric ulcer
•Launched: 1993 •Origin: Tanabe •Annual sales: ¥7.4 billion
Ecabet sodium (Gastrom) has superior protective
effects on gastric mucosa and few serious side
effects or interactions with other drugs. It was
originally sold as an agent for treating gastric
ulcer, and the subsequent approval of an additional indication for gastritis and the introduction
of an improved formulation led to higher
demand. Ecabet sodium (Gastrom) has been
reported to have in vitro anti-bacterial activity
against Helicobacter pylori, which is thought to be
a contributing factor in the onset and reoccurrence of gastritis and gastric ulcer. In addition,
the concomitant use of ecabet sodium and an H2
blocker has been demonstrated to offer significant improvement in the treatment of gastric
ulcer and to control recurrence.
Fluvastatin (Lochol)
Treatment of hypercholesterolemia (HMG-CoA reductase inhibitor)
Ecabet sodium (Gastrom)
•Launched: 1998 •Origin: Novartis Pharma •Development: Tanabe and Novartis Pharma •Annual sales: ¥6.5 billion
Fluvastatin (Lochol) is an agent for treating
hypercholesterolemia, with excellent cost performance and safety. In addition, the drug is
expected to have a direct effect on blood vessels.
In June 2003, we launched a tablet that will contribute to the improvement of compliance. The
results of large-scale trails, such as the LIPS study
announced in 2002, are accumulating, and the
market value of this drug is expected to steadily
increase. It is available in more than 90 countries, including the United States.
Talion
Anti-allergy agent (selective histamine H1 antagonist)
•Launched: 2000 •Origin: Ube Industries •Development: Tanabe and Ube Industries •Annual sales: ¥3.8 billion
Talion is a second-generation antihistamine. In
addition to high histamine H1 selectivity, it controls eosinophilic infiltration. It rapidly improves
the three major symptoms of allergic rhinitis—
sneezing, runny nose, and nasal obstruction—as
well as pruritus/itching accompanying urticaria,
eczema, and other skin diseases. In addition, due
to the limited penetration in the brain, the incidence of drowsiness is low in comparison with
previous products.
Annual Report 2003
15