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Transcript
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