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Therapeutic Categories offering Megabrand Potential
According to Lehman Brothers, not every therapeutic category lends itself to megabrand potential. The key drivers are as follows:
- Medical
Need (chronic as opposed to acute)
- Population
Size (the larger the better)
-
Pricing Potential
The
greatest opportunity to prescribe is for conditions where
the patient base is large and seeking treatment. This tends
to involve diseases with obvious symptoms, particularly
involving pain, and includes categories such as cancer,
osteoporosis, hypercholesterolemia, rheumatoid arthritis
and thrombosis, in descending order of importance.
01 Feb 2000, Copyright IMS HEALTH
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