Bristol-Myers
Squibb Leads Highly Competitive Oral Antidiabetic Promotion to Managed Care
Decision Makers, According to Cognet-X, Inc.
FEASTERVILLE,
Pa.---(March 21, 2001)---Bristol-Myers Squibb’s oral antidiabetic agent
Glucovance was the most promoted product to managed care pharmacy directors
during the first 8 weeks of 2001, according to Cognet-X, Inc.
In fact, Cognet-X’s new PAR-Rx
(Promotional Assessment Research) Reportä
found that BMS’ entire oral antidiabetic product franchise dramatically
surpassed promotion for all other products in this important therapeutic
category. In addition to Glucovance, BMS promotes Glucophage XR for type 2
(adult-onset) diabetes.
According to PAR-Rx Report data, Novartis Pharmaceuticals’
newly launched oral antidiabetic agent Starlix came in a close second in terms
of individual products promoted during the first 2 months of this year. The U.S.
Food and Drug Administration approved Glucovance in August 2000; Starlix gained
FDA clearance in late December 2000.
“BMS has focused on a line-extension strategy to convert
Glucophage patients to Glucophage XR and Glucovance with an eye toward retaining
or even increasing market share in the wake of new competitors such as Eli
Lilly’s Actos, GlaxoSmithKline’s Avandia and now Novartis’ Starlix,”
said Cognet-X’s Director of Market Research Analysis, Charles M. Maier.
In total, Glucovance generated 34% of all promotional
contacts to PAR-Rx Report panelists within the oral antidiabetic category during
January and February. Starlix contacts were second, with 30%; Starlix came in
second overall in total product promotion.
Glucophage XR tied for third in total product promotion with
GlaxoSmithKline’s new asthma therapy Advair Diskus, Aventis Pharmaceuticals’
allergy medication Allegra and Abbott Laboratories’ antibiotic Biaxin XL.
Advair Diskus dominated the asthma category during January and February with a
commanding 56% share of voice. Both Allegra and Biaxin XL generated more than
30% of their respective category’s share of voice.
About the PAR-Rx Report
Cognet-X’s
PAR-Rx Report is a year-round service that provides the pharmaceutical industry
with real-time, Internet-based competitive intelligence on pharmaceutical
company promotion to influential managed care pharmacy directors.
Cognet-X piloted the PAR-Rx Report in Fall 2000 and
officially launched the full service in January. The pharmacy directors surveyed
during January and February represent managed care organizations that provide
prescription drug benefits to more than 110 million Americans.
About Cognet~X
Cognet~X offers the pharmaceutical industry market
research, consulting and software development that help companies build and
refine their relationships with numerous customer bases, including the managed
care community. Based in Bucks County, Pennsylvania, Cognet~X is privately
held and employee owned.
For more
information on the PAR~Rx Report or other Cognet~X products, please contact
Robert E. Houghton at 1-866-cognetx (866-264-6389) or robh@cognetx.com
