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More Than One-Third of Type 2 Diabetes Patients Say Takeda's Actos is Their Top-Of-Mind Brand, Even Though Merck Has Spent Nearly as Much as Takeda in Its Promotion of Januvia

Monday, December 8, 2008 General News J E 4
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Samples and Professional Contact Favorably Impact Physicians Perceptions of Merck, According to a New Report from Decision Resources



WALTHAM, Mass., Dec. 8 /PRNewswire/ -- Decision Resources, one of the world's leading research and advisory firms focusing on pharmaceutical and healthcare issues, finds that of surveyed patients who mention a branded drug as their top-of-mind type 2 diabetes therapy, 37 percent mention Takeda's Actos compared with 18 percent and 10 percent of patients who say the same for Byetta and Januvia, respectively. Patient perceptions of a top-of-mind brand is generally reflective of the proportionate spend that a company devotes to television and other direct-to-consumer advertising. The new report entitled Brands & Strategies: Non-Insulin Antidiabetics finds that Merck's marketing budget for Januvia has focused primarily on physicians and only a small portion of the budget has been devoted to direct-to-consumer advertising.

Merck has invested a great deal of promotional spending on samples and professional contact in the promotion of Januvia to physicians. According to the report, in 2007 Merck spent 72 percent of their total U.S. promotional spend on samples and 27 percent of total U.S. promotional spend on professional contact in the type 2 diabetes market. This spending shows that Merck places a great deal of emphasis on the strategy to encourage physician acceptance of Januvia and its favorable attributes, including low risk of hypoglycemia and good tolerability. At the company level, this strategy has been effective; physicians ranked Merck as "the best" company to market type 2 diabetes therapies.

"We expect that in the future, Takeda will decrease its marketing spend on Actos as the brand nears the end of its life cycle with ensuing genericization, while Merck will increase its spend on Januvia given its recent launch on the market," said Marcus Bain, analyst at Decision Resources. "We believe that Merck's expanded investment in 2008 in its multi-channel systems including websites, television and video capabilities will enable Merck to effectively market Januvia to its customers facilitating strong sales of this brand."

About Brands & Strategies

The Brands & Strategies report series from Decision Resources reveals what it takes to be successful in a pharmaceutical market. It offers the most comprehensive commercial analysis of the brands and strategies of competing companies so they can better position themselves in a market and plan future strategy based on what competitors are doing. Brands & Strategies is the first and only report series to bring together all the competitive information elements pharma companies need to make informed decisions about their brands and next-steps.



About Decision Resources

Decision Resources (www.DecisionResources.com) is a world leader in healthcare market research publications, advisory services, and consulting designed to help clients shape strategy, allocate resources, and master their chosen markets.

About Decision Resources, Inc.

Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at www.DecisionResourcesInc.com.

All company, brand or product names contained in this document may be trademarks or registered trademarks of their respective holders.



Heather Hilty Elizabeth Marshall Decision Resources Decision Resources, Inc. 781-296-2536 781-296-2563 hhilty@dresources.com emarshall@dresources.com

SOURCE Decision Resources
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