Efexor Product Managers姿蘋、羽桓、巧蓉、淑閔、彥妤 (Yen-Yu)

19th Aug. 2011

Marketing Plan-Efexor-

1

This is the age of Remission , get into my Efexor

Depression: A Systemic IllnessEmotional SymptomsEmotional Symptoms Depressed mood Anhedonia Hopelessness Low self-esteem Impaired memory Difficulty

concentrating Anxiety Preoccupation with

negative thoughts

Physical SymptomsPhysical Symptoms Headache Fatigue Disturbed sleep Dizziness Pain

Chest pain Joint/limb pain Back/abdominal pain

Gastrointestinal (GI) complaints

Sexual dysfunction Menstrual problems

Adapted from DSM-IV-TR. Washington, DC: American Psychiatric Association. 2000; Kroenke K, et al. Arch Fam Med. 1994;3:774779.

1. Simon 1999/13292

Market size of MDD is bigger than GAD, around 5 times, and the majority of treatment choice is SSRIs.

3Data resource: 2009 DDP DDP

MDDMDD

GADGADWELLBUTRIN

REMERONSEROXAT

LEXAPROZOLOFT

CYMBALTAEFEXOR

OthersSSRI

SNRI

0% 10% 20% 30% 40% 50% 60% 70%

1

WELLBUTRINREMERON

SEROXATLEXAPRO

ZOLOFTCYMBALTA

EFEXOR

OthersSSRI

SNRI

0% 10% 20% 30% 40% 50% 60% 70%

1

~1/4 Patients with MDD are Diagnosed and Treated

4

2,208,000

662,400576,288 535,948

184,36681,121

13,7910

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Prevalence Presentation Diagnosed &treated by Psy

N06A SNRI Efexor Persistenttreatment byEfexor in one

month

Data resource: 2009 DDP, 2011 1Q IMS and DOH epidemiology data

Total population in 2010 is around 23,000,000

9.6% 30.0% 87.0% 93.0% 34.4% 44.0% 17%

Data resource: 2009 DDP, 2011 1Q IMS and DOH epidemiology data

SNRI gain share from SSRI/NDRI/NaSSA

5

EFEXOR XR10%

CYMPALTA12%

ZOLOFT8%

LEXAPRO12%SEROXAT

5%PROZAC

2%REMERON

5%

WELLBUTRIN5%

MESYREL5%

OTHERS36%

SSRI(27%)

SNRI(Efexor+Cymbalta=22%)Generics

(33%)

SARI(5%)

Data resource: 2011 Q1 MAT IMS data

NDRI+NaSSA(10%)

SNRI is the only growing class. (by annual base)

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- 200 400 600 800

SNRI

SSRI

NDRI+NaSSA

SARI

Generics

2009Q1 2010Q1 2011Q1

- 50 100 150 200 250 300 350

Efexor

Cymbalta

Zoloft

Lexapro

Seroxat

Prozac

Remeron

Wellbutrin

Mesyrel

Data resource: 2011 IMS Q1 MAT

22% (+5%)

26% (-17%)

13% (-2%)

5% (-11%)

33% (+1%)

13% (+24%)

10% (-24%)

12% (+5%)

7% (+13%)

8% (-16%)

NT$, M

NT$, M

MCs & RHs are the key segments for anti-depressants promotion

7

2%

2%

3%

13%

12%

6%

4%

7%

21%

20%

1%

1%

1%

3%

5%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Others

PsyH

DH

RH

MC

SNRI SSRI Others

Data resource: 2009 DDP and DOH epidemiology dataKey finding:

•MDD: Major players are SSRIs, and market share of SNRI is just around 1/3.•Major sales comes from MCs and RHs.•More than 85% of anti-depressants are prescribed by Psychiatrists

1%

0%

0%

0%

1%

29%

1%

0%

2%

2%

4%

48%

0%

0%

0%

0%

1%

10%

0% 20% 40% 60% 80% 100%

Others

CV

IM

FM

Neuro

Psy

SNRI SSRI Others

~1/4 Patients with MDD are Diagnosed and Treated

8

2,208,000

662,400576,288 535,948

184,36681,121

13,7910

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Prevalence Presentation Diagnosed &treated by Psy

N06A SNRI Efexor Persistenttreatment byEfexor in one

month

Data resource: 2009 DDP, 2011 1Q IMS and DOH epidemiology data

Total population in 2010 is around 23,000,000

9.6% 30.0% 87.0% 93.0% 34.4% 44.0% 17%

White space for Efexor

9

Treatment class Drug

SWOT ： Efexor v.s. SSRI

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Key issue 、 Opportunity 、 Strategy

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Efexor, be Better!Thanks for your attention!

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