Antihormonal cancer therapies are a class of drugs used predominantly in the treatment of breast cancer and prostate cancer. The high incidence of these tumor types translates into a significant commercial potential for drug developers. Collectively, the antihormonal therapy cancer brands generated sales of about $6.9 billion in the seven major pharmaceutical markets in 2008.

Scope of this research

• In-depth analysis of the current and future antihormonal therapies market across the US, 5EU and Japan, plus a rest of world snapshot
• Antihormonal therapy sales forecasts for brands and generics from 2008 to 2018
• Assessment of the leading cancer brands and drug classes to identify key success factors within this sector
• Evaluation of the strategies of leading players in the antihormonals market

Research and analysis highlights

The antihormonals market was worth $6.9 billion in 2008 across the seven major pharmaceutical markets. Its growth within the next decade, at a marginal CAGR of 0.1%, will be predominantly limited by patent expiries of leading brands.

In 2008, Arimidex (anastrozole; AstraZeneca), Lupron (leuprolide; Takeda/Abbott) and Casodex (bicalutamide; AstraZeneca) were the three leading antihormonal brands in terms of sales. These will remain the top three brands through to 2018, even though Arimidex and Casodex will lose around 40% of their brand value due to generic competition.

In a mature market, the importance of product lifecycle management is high. AstraZeneca was the key player in the market in 2008, with an antihormonals portfolio valued at over $3.4 billion. With successful lifecycle management and a considerable investment in marketing activities, AstraZeneca has built a strong brand presence for its products.

Key reasons to purchase this research

• Quantify the performance of each of the marketed antihormonal therapy cancer brands in the seven major markets over the period 2008 to 2018
• Acquire a detailed account of antihormonal therapy cancer brand dynamics and the events that drive and limit their market growth
• Benchmark the antihormonal therapy cancer brands against generics and rest of class and align their 7MM performance with a rest of world snapshot

EXECUTIVE SUMMARY
Strategic scoping and focus
Datamonitor insight into the antihormonal cancer therapies market
Related reports
Upcoming related reports

MARKET DEFINITION
Definition of the cancer market
Antihormonal therapies by ATC class
L2A3 – Luteinizing hormone-releasing hormone agonists
L2B1 – Anti-estrogens
L2B2 – Anti-androgens
L2B3 – Aromatase inhibitors
L2B9 – Other hormone antagonists

MARKET OVERVIEW
Seven major markets
Current and future market overview
Opportunities and threats

US
Current and future market assessment
Opportunities and threats

Japan
Current and future market assessment
Opportunities and threats

Five major European markets (5EU)
Current and future market assessment
Opportunities and threats

France
Current and future market assessment

Germany
Current and future market assessment

Italy
Current and future market assessment

Spain
Current and future market assessment

UK
Current and future market assessment

Rest of the world snapshot
Current market assessment
Opportunities and threats

BRAND DYNAMICS
Overview of competitive landscape
Arimidex, Lupron and Casodex will remain the top 3 antihormonal brands in 10 years’ time
Drivers of brand choice
Efficacy and toxicity are the most important drivers of brand choice
Trends in marketing strategies
Marketing strategy for leading brands
Patient information and support programs
Direct-to-Consumer advertising
Arimidex (anastrozole; AstraZeneca)
Drug profile
Product positioning
SWOT analysis
Brand forecast to 2018
Lupron (leuprolide; Takeda/Abbott)
Drug profile
Product positioning
SWOT analysis
Brand forecast to 2018
Casodex (bicalutamide; AstraZeneca)
Drug profile
Product positioning
SWOT analysis
Brand forecast to 2018

KEY DEVELOPERSSTRATEGIC OVERVIEW
Trends in corporate strategy
Strategic lifecycle management is essential in the antihormonals market
Commercialization partnerships are common for smaller players
AstraZeneca
Corporate strategy
Oncology antihormonals portfolio assessment
Takeda
Corporate strategy
Oncology antihormonals portfolio assessment
Portfolio assessment of other leading companies

CASE STUDY
Portfolio management: the example of AstraZeneca
A first-to-market status is a good start…
…but strategic portfolio management is essential to maintain shareholder value

BIBLIOGRAPHY
Datamonitor reports
Other

APPENDIX A – MARKET ASSUMPTIONS
New product launches
Patent expiries
Data definitions, limitations and assumptions
Standard units
Japanese market data
Rest of World
Derivation of sales forecasts and pricing trends
Forecast methodology

APPENDIX B

TABLES
Table: Definition of the cancer market, 2009
Table: Sales and growth of antihormonal therapy drug classes in the seven major markets, 2008–2018
Table: Key events impacting the antihormonal therapies market, 2008–2018
Table: Antihormonal therapies sales forecasts in the seven major markets ($m), 2008–2018
Table: Summary of opportunities and threats to impact the antihormonals market across the seven major markets, 2009
Table: Sales and growth of antihormonal therapy drug classes in the US, 2008–2018
Table: Top 5 branded antihormonals in the US in 2008 and 2018
Table: Antihormonal therapy sales forecasts in the US ($m), 2008–2018
Table: Summary of opportunities and threats to impact the antihormonal market in the US, 2009–2018
Table: Sales and growth of antihormonal therapy drug classes in Japan, 2008–2018
Table: Top 5 branded antihormonals in Japan in 2008 and 2018
Table: Antihormonal therapy sales forecasts in Japan ($m), 2008–2018
Table: Summary of opportunities and threats to impact the antihormonals market in Japan, 2009–2018
Table: Sales and growth of antihormonal therapy drug classes in the five major European markets, 2008–2018
Table: Top 5 branded antihormonals in the five major European markets in 2008 and 2018
Table: Antihormonal therapy sales forecasts in the five major European markets ($m), 2008–2018
Table: Summary of opportunities and threats to impact the antihormonals market in the five major European markets, 2009
Table: Top 5 branded antihormonals in France in 2008 and 2018
Table: Antihormonal therapy sales forecasts in France ($m), 2008–2018
Table: Top 5 branded antihormonals in Germany in 2008 and 2018
Table: Antihormonal therapy sales forecasts in Germany ($m), 2008–2018
Table: Top 5 branded antihormonals in Italy in 2008 and 2018
Table: Antihormonal therapy sales forecasts in Italy ($m), 2008–2018
Table: Top 5 branded antihormonals in Spain in 2008 and 2018
Table: Antihormonal therapy sales forecasts in Spain ($m), 2008–2018
Table: Top 5 branded antihormonals in the UK in 2008 and 2018
Table: Antihormonal therapy sales forecasts in the UK ($m), 2008–2018
Table: Comparison of antihormonal drug class sales ($m) in the seven major markets and rest of the world, 2008
Table: Leading branded antihormonal therapy drug sales in the seven major markets ($m), 2008-2018
Table: Marketing strategies employed by companies behind the top 3 antihormonal brands, 2009
Table: Arimidex (anastrozole) – drug profile, 2009
Table: Impacting factors on the revenues of Arimidex, 2008–2018
Table: Lupron (leuprolide) – drug profile, 2009
Table: Impacting factors on the revenues of Lupron, 2008–2018
Table: Casodex (bicalutamide) – drug profile, 2009
Table: Impacting factors on the revenues of Casodex, 2008–2018
Table: Leading companies in the antihormonals market in the seven major pharmaceutical markets, 2008–2018
Table: Assessment of AstraZeneca’s cancer antihormonals portfolio, 2009
Table: Assessment of Takeda’s cancer antihormonals portfolio, 2009
Table: Assessment of Novartis’s cancer antihormonals portfolio, 2009
Table: Assessment of Pfizer’s cancer antihormonals portfolio, 2009
Table: Assessment of Sanofi-Aventis’s cancer antihormonals portfolio, 2009
Table: Regional launch dates for new antihormonals in the seven major markets, 2008–2018
Table: Patent expiry dates for the approved antihormonals in the seven major pharmaceutical markets, 2008–2018

FIGURES
Figure: Comparison of brand versus generic value of antihormonal therapies in 2008 and 2018 in the seven major pharmaceutical markets
Figure: Antihormonal therapy sales ($m) by country, 2008–2018
Figure: Antihormonal therapy sales ($m) by drug class in the seven major markets, 2008–2018
Figure: Performance of leading antihormonal therapy brands in the seven major markets, 2008 versus 2018
Figure: Antihormonal therapy sales ($m) in the US, 2008–2018
Figure: Antihormonal therapy sales ($m) in Japan, 2008–2018
Figure: Antihormonal therapy sales ($m) in the five major European markets, 2008–2018
Figure: Antihormonal therapy sales ($m) in France, 2008–2018
Figure: Antihormonal therapy sales ($m) in Germany, 2008–2018
Figure: Antihormonal therapy sales ($m) in Italy, 2008–2018
Figure: Antihormonal therapy sales ($m) in Spain, 2008–2018
Figure: Antihormonal therapy sales ($m) in the UK, 2008–2018
Figure: Rest of the world versus seven major market sales split in the antihormonal therapies market ($m), 2008
Figure: Drivers of brand choice for antihormonal cancer therapy, 2009
Figure: Example of Arimidex patient information and support programs
Figure: Femara free trial program
Figure: Frequency of cancer-related DTC advertising, January 2003–June 2006
Figure: Arimidex SWOT analysis, 2009
Figure: Arimidex forecast sales ($m) by country in the seven major markets, 2008–2018
Figure: Lupron SWOT analysis, 2009
Figure: Lupron forecast sales ($m) by country in the seven major markets, 2008–2018
Figure: Casodex SWOT analysis, 2009
Figure: Casodex forecast sales ($m) by country in the seven major markets, 2008–2018