Biotechnology:

Datamonitor
Market Briefing  July 2006

For 25 years, blockbusters have played a key role in driving strong drug market growth. However, pressure on blockbusters is increasing, as both regulators and payers are shifting away from me-too drugs, which in the past have been fertile ground for blockbusters. Furthermore, blockbusters attract significant generic competition and may also stifle R&D innovation.

• Overview of the role that blockbusters have played in shaping and driving market growth
• Identification of which niche disease markets to target, to maximize value from the nichebuster model
• Examination of how a range of different drivers such as regulatory initiatives are incentivizing the nichebuster model
• Identification of trends underlying R&D collaborations or licensing deal activity in allowing Big Pharma to access novel technologies and markets

To successfully capitalize on the nichebuster model, drugs companies should focus on characterizing the target market, and use targeted marketing spend to access specialist physicians to drive clinical trial progression, approval and successful uptake

Dependence on blockbuster-generated revenue is set to fall from 2004-2010 as the industry turns to a nichebuster strategy, utilizing increased licensing activity, R&D collaborations and small-scale M&A deals to harness innovation and provide access to niche markets with a high unmet need

The shift into niche markets is helping drive a more personalized approach to therapy. Central to the development of the nichebuster model is the raised importance of personalized therapies, which is being driven by increased used of diagnostics. This trend is helping to clarify market segmentation and will boost the size of the total drug industry

For full details, please email jenniferc@cmsinfo.com

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