Current Market Drivers
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Current market drivers
The 3 most important clinical attributes remained unchanged over past 3 waves.Attributes that have climbed up in the top 5 in past 3 waves..
Among CARD segment: “Supported by an extensive evidence-based clinical program”Among PCP segment: ‘Provides full 24-hour BP reduction”
Wave IIITop 10 Most Important Clinical Attributes (Relative Importance, 0 to
100) Total CARD PCP
Most effective at reducing BP 19.4 11.2 21.1
Reduces mortality & morbidity of MI, Stroke or Heart Failure 19.2 31.2 16.7
Gets more patients to goal 10.6 9.2 10.9
Provides full 24-hour BP reduction 6.7 3.8 7.3
Broadest formulary access/coverage 5.3 1.8 6.0
Reduces morbidity & mortality associated with renal complications 4.3 5.5 4.0
Supported by an extensive evidence-based clinical program 4.1 7.4 3.5
Low incidence of side effects 3.7 4.2 3.6
Most appropriate for broad range of patient types 3.1 2.2 3.3
Most appropriate for stage 2 HTN patients 2.4 2.2 2.4
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Exforge /HCT and Diovan/HCT have a strong brand image
Top 10Stated
ClinicalAttributes
Mosteffective atreducing
BP
ReducesM&M of
MI, Strokeor HeartFailure
Gets morepatients to
goal
Providesfull 24-
hour BPreduction
Broadestformularyaccess/cov
erage
ReducesM&M
associatedwith renalcomplicati
ons
Supportedby an
extensiveevidence-
basedclinical
program
Lowincidence
of sideeffects
Mostappropriat
e forbroad
range of patienttypes
Mostappropriate for stage
2 HTNpatients
Diovan21 52 20 37 27 43 50 61 57 21
DiovanHCT
51 46 46 48 27 38 52 49 53 51
Exforge62 41 62 63 15 43 40 35 53 68
ExforgeHCT
71 44 69 69 16 42 40 43 54 76
Valturna52 27 47 65 8 36 28 47 46 54
Exforge /HCT outperform especially on Most effective at reducing BP , Gets more patients to goal andMost appropriate for stage 2 HTN patients
Perception for Diovan/HCT are viewed as safe, reduce M&M of MI, stroke and HF , have broad coverage ,and are supported by evidence-based clinical programs .
Valturna a new brand scores averagely as viewed as Provides full 24-hour BP reduction , Most appropriate
for stage 2 HTN patients as , Most effective at reducing BP
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Perceptions of Mono Therapy Antihypertensive
Top 10 Stated Clinical Attributes Diovan Cozaar Norvasc Zestril
Most effective at reducing BP 21 10 25 19
Reduces M&M of MI, Stroke or HeartFailure
52 33 21 46
Gets more patients to goal 20 8 19 15
Provides full 24-hour BP reduction 37 23 42 37
Broadest formulary access/coverage 27 66 75 86
Reduces M&M associated with renalcomplications
43 44 15 45
Supported by an extensive evidence-based clinical program
50 41 28 46
Low incidence of side effects 61 57 21 32
Most appropriate for broad range of patient types
57 41 39 52
Most appropriate for stage 2 HTNpatients
21 16 27 22
The attribute Reduces M&M of MI, Stroke or Heart Failure and also Supported by an extensiveevidence-based clinical program is high in Diovan and Cozaar
Zestril, Norvasc and Cozaar is high Broadest formulary access/coverage
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Perceptions of Fixed DoseCombinations Antihypertensives
Top 10 Stated Clinical Attributes Diovan HCT Exforge Exforge HCT Hyzaar Lotrel Valturna
Most effective at reducing BP 51 62 71 21 52 52
Reduces M&M of MI, Stroke or HeartFailure
46 41 44 30 29 27
Gets more patients to goal 46 62 69 19 45 47
Provides full 24-hour BP reduction 48 63 69 26 51 65
Broadest formulary access/coverage 27 15 16 64 53 8
Reduces M&M associated with renalcomplications
38 43 42 36 43 36
Supported by an extensive evidence-basedclinical program
52 40 40 38 36 28
Low incidence of side effects 49 35 43 41 23 47
Most appropriate for broad range of patienttypes
53 53 54 39 53 46
Most appropriate for stage 2 HTN patients 51 68 76 30 59 54
• The high perception for the attribute Most effective at reducing BP , Gets more patients to goa is Exforge HCT and Exforge
• Broadest formulary access/coverage is Hyzaar and Lotrel
• The attribute Supported by an extensive evidence-based clinical program is high in Diovan HCT
• Most appropriate for stage 2 HTN patients Exforge and Exforge HCT
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Perceptions of Fixed Dose CombinationsAntihypertensives
The high perception for the attribute Most effective at reducing BP , Gets more patients to goalis Exforge HCT and ExforgeBroadest formulary access/coverage is Hyzaar and LotrelThe attribute Supported by an extensive evidence-based clinical program is high in Diovan HCTMost appropriate for stage 2 HTN patients Exforge and Exforge HCT
Top 10 Stated Clinical Attributes Diovan HCT Exforge Exforge HCT Hyzaar Lotrel Valturna
Most effective at reducing BP 51 62 71 21 52 52Reduces M&M of MI, Stroke or Heart
Failure46 41 44 30 29 27
Gets more patients to goal 46 62 69 19 45 47
Provides full 24-hour BP reduction 48 63 69 26 51 65
Broadest formulary access/coverage 27 15 16 64 53 8
Reduces M&M associated with renalcomplications
38 43 42 36 43 36
Supported by an extensive evidence-basedclinical program
52 40 40 38 36 28
Low incidence of side effects 49 35 43 41 23 47
Most appropriate for broad range of patienttypes
53 53 54 39 53 46
Most appropriate for stage 2 HTN patients 51 68 76 30 59 54
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COMAPARISON IN PERCEPTION IN WAVE IIIVS. WAVE II
Perception of divon by cardio
Among cardio, earlier improvement in brand perceptions (in wave 2 vs. wave 1) overrun by downward movement of image ratings
in this wave (vs. wave2).
Perception of divon by PCP
Among PCP too, Diovan now inferior on key image attributes vs. earlier wave - inferiority significant for Gets more patients to
goal, Supported by an extensive evidence-based clinical program, Most appropriate for stage 2 HTN patients has drastically
decreased In wave III
Perception of divon HCT by PCP
however among PCP, sharp decline across attributes Gets more patients to goal, Supported by an extensive evidence-based
Clinical program, Low incidence of side effects Most appropriate for broad range of patient types vs. last wave is a concern.
Perception of Exforge HCT by cardio
Wave III vs. last wave, exforge HCT now has better perception among cardio on almost all attributes - significant superiority attainedon "most
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Perception of tetkurna by Card
the brand has overall weak standing on most attributes, which further attribute of Supported by an extensive
evidence-based clinical program tetkurna has fallen down has slightly declined this wave - however, "low
incidence of side effects" has a consistent increase
Perception of tetkurna by PCP
tekturna story similar among PCP with no major movement & low absolute standing As compared by wave II
attribute of Provides full 24-hour BP reduction has slightly increased Tetkurna
Perception of tetkurna Hct by Card
tekturna HCT rated directionally lower vs. last wave by cardio on most attributes. conversely, brand improves
on "supported by an extensive evidence-based clinical program" significantly & Provides full 24-hour BP
reduction has decreased
Perception of tetkurna Hct by Pcp:
tekturna's image sees no major change vs last waves among PCP As compared by wave II attribute of Provides
full 24-hour BP reduction has slightly increased and Supported by an extensive evidence-based clinical
program has slightly decreased
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Perceptions of Antihypertensive Agents on EmotionalAttributes
Diovan Diovan HCT Exforge Exforge HCT Valturna
Attentive 20 23 24 22 19
Confident 40 49 54 51 35
Dependable 46 55 56 60 38
Promising 26 29 37 38 48
Protective 45 41 42 43 35
Confusing 3 3 3 3 8
Disappointing 4 3 3 5 5
Frustrating 2 4 5 6 7
Skeptical 3 3 3 5 7
Stressful 3 4 6 5 6
Exforge /HCT is believed to be have most of the positiveemotional attributesFollowed by Divon/Hct
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Perceptions of Fixed Dose CombinationsAntihypertensives on Emotional Attributes
Diovan HCT Exforge Exforge HCT Hyzaar Valturna
Attentive 23 24 22 13 19
Confident 49 54 51 18 35
Dependable 55 56 60 21 38
Promising 29 37 38 14 48
Protective 41 42 43 27 35
Confusing 3 3 3 2 8
Disappointing 3 3 5 13 5
Frustrating 4 5 6 8 7
Skeptical 3 3 5 9 7
Stressful 4 6 5 4 6
Though Hyzaar scored the highest % on disappointing ground
it was not confusing,frustrating,skeptical and stressful as Tribenzor.
On positive attributes also it managed to gain certainpercentage which otherwise would have been enjoyed byother brands
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Perceptions of Mono TherapyAntihypertensives on Emotional Attributes
Diovan Cozaar Norvasc
Attentive 20 12 13
Confident 40 20 33
Dependable 46 23 37
Promising 26 14 14
Protective 45 38 20
Confusing 3 3 5
Disappointing 4 18 4
Frustrating 2 10 6
Skeptical 3 13 4
Stressful 3 5 4
Cozaar is also well perceived as protective which isfollowed after divon
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Cozaar
0
2
4
6
8
10
12
0
2
4
6
8
10
12
Cozaar
Cozaar would be most preferred among others, this drug hasthe lowest side effect off all and Highest broadest formularyhence revenue would increase as the volume would go up
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Hyzaar
0
2
4
6
8
10
12
0
2
4
6
8
10
12
Hyzaar
Broadest Formulary coverage basedon fixed doze combination
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ValturnaValturna
Attentive 19
Confident 35
Dependable 38
Promising 48
Protective 35
Confusing 8
Disappointing 5
Frustrating 7
Skeptical 7
Stressful 6
Though velturna newly launched product, it has gained the faith from
the TG whichshows as the “promising brand”
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The new introduced Drug veltuna was considered as promising by both CARD and PCPsegments.On clinical attributes the top associations were
Provides full 24-hour BP reductionMost effective at reducing BP
0
2
4
6
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10
12
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2
4
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CAR
D
PCP