Table of Contents

Superficial Fungal Infections. Brand Awareness - the key to success? - A strategic overview of the options available to companies currently facing patent expiries of key superficial fungal infection treatments

Product Code: BFHC0590

Publication Date: 26-May-2003

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Overview

Introduction

As the superficial fungal infection market becomes increasingly genericized, with two key patent expiries in 2004, market leaders need to adopt effective life-cycle management strategies to maintain market share. This Market Brief provides insight into the likely future direction of the superficial fungals market, with analysis of the optimal strategies for companies facing key patent losses.

Scope

· Overview of superficial fungal infection patient potential, identifying key etiologic agents and reviewing disease epidemiology

· Assessment of current treatments, focusing on unmet needs and product differentiation

· Insight into approaches adopted by key players in the market to facilitate maintenance of market share

Report Highlights

The increasing level of awareness regarding superficial fungal infections along with the rising disease prevalence, have led to an increase in patient potential.

OTC switching is playing an increasingly important role in the protection of market position, and will continue to do so following the loss of Diflucan and Lamisil patents in 2004.

Reformulation of existing products can extend brand awareness while providing consumers with a more appropriate treatment solution for a specific fungal infection.

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Table of Contents

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SECTION 1 EXECUTIVE SUMMARY	4
Introduction	4
Scope and coverage of the Brief	4
Key findings about the superficial fungal infections market	4
Patient potential in the superficial fungal infection market is rising, driven by factors such as the increasing age of the developed world population. Targeting marketing campaigns towards specific high-risk patient groups will increase disease awareness and thus drive product uptake	5
Currently available superficial fungal treatments are highly effective at disease management. With the increasing level of genericization, key opportunities in this market lie with the reformulation of existing products	6
Low patient presentation rates limit uptake of ethical products and switching to OTC is a commercially viable option for antifungal products. As such, establishing and maintaining brand loyalty is fundamental to product success	6
DISEASE OVERVIEW	7
Disease definition and epidemiology	7
Candida	7
Risk factors	7
Epidemiology	8
Vaginal candidiasis	8
Oropharyngeal candidiasis	9
Dermatophytes	10
Etiologic agents	10
Risk factors	11
Epidemiology	12
Onychomycosis	12
Tinea capitis	12
Tinea cruris	12
Tinea pedis	12
MARKET OVERVIEW	14
Unmet needs	14
Diagnosis	15
Presentation rates	15
Treatment duration and patient compliance	15
Treatment	16
Allyamines	18
Azoles	18
Polyenes	18
Product formulations	19
STRATEGIC CONSIDERATIONS	21
Prescription-to-OTC switching	21
Lamisil	22
Diflucan	23
Brand awareness	24
Case study: Lotrimin	24
Increasing consumer awareness of branded products	24
Line extensions	25
Formulations	25
Case Study: Canesten	25
Indication expansion	27
New product development	27
Current directions within the superfical fungal infections market	30
APPENDIX	31
Bibliography	31
Websites	31
Journal References	32
Disclaimer	35
List of Tables
Table 1: HIV prevalence in the seven major markets, 2002	9
Table 2: Common causative agents of dermatophyte infections	11
Table 3: Athlete’s foot patient potential across the seven major markets, 2002	13
Table 4: Summary of key treatments for superficial fungal infections	17
Table 5: Different formulations of key superficial antifungal products	19
Table 6: Key formulations of Bayer’s Canesten with target patient population	26
Table 7: Summary of current antifungal pipeline of key players in the superficial fungal infections market	28
Table 8: Early-stage antifungal pipeline, 2003	29
List of Figures
Figure 1: Schematic representation of the candidiasis risk at different stages of the female life cycle	8
Figure 2: Current unmet needs within the superficial antifungals market	14
Figure 3: Availability of key marketed products	21
Figure 4: Impact of OTC Lamisil cream launch on product sales	22
Figure 5: Canesten life-cycle management	30

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