execu ve summary - nicholas hall...execu ve summary an ageing popula on and strong branding helped...
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Execu�veSummary
� Anageingpopula�onandstrongbrandinghelpeddrivestrongyear-on-yeargrowthintheUK,wheretopicalanalgesicsprimarilycomprisebrandsfortrea�ngjointandmusclepain;asmallnicheofproductsposi�onformigraine/headacherelief
� Patchformatsareincreasinglypopular,withbrandsthattradi�onallyofferedcreams/gelsextendedwithpatches/plasters� Brazil’stopicalanalgesicsmarketpostedonlymodestgrowthin2017;rubefacientstakethelargestshare,withdiclofenacthelargestmedicatedsegment
� Warmingandcoolingproducts,par�cularlycoolingsprays,areespeciallypopular
Australia–Overview
Specialistlaunches
Adver�sing
Liberalregula�ons
Safetyconcerns
Reverse-switch
Privatelabels
Growthdrivers&nega�vefactors
� Regulatoryenvironmentforanalgesicsisotherwiserela�velyliberal;althoughmassmarketnaproxenwasdeniedapprovalin2016,ingredientwasgrantedAppendixHstatusinJune,permi�ngconsumeradver�sing
� Paracetamolandibuprofencombina�onssuchasNuromol(RB)andMaxigesic(AFTPharmaceu�cal)weregrantedS2(pharmacy-only)statusinJune2016whenlabelledwitharecommendeddailydoseofibuprofen1,200mgorlessinpacksofnomorethan12doses
� Amongtopicalanalgesics,non-medicatedop�onsandproductsforsportsinjuriesaresignificantsegments;marketerssuchasMentholatumhaveextendedtheirproductlineswithmassagerubsandsprays
Marketermid*2017/
$mnmid*17///
mid*16/CAGR/16/12
%/share
1 GlaxoSmithKline 155.4 "5% +1% 45
2 RB 67.9 "4% +2% 20
3 Sanofi 23.6 "16% "4% 7
4 Pfizer 13.0 +7% +8% 4
5 Bayer 8.7 "2% "3% 3
6 Arrow 8.0 "3% n/a 2
7 Perrigo 5.5 "10% +0% 2
8 Pharmacor 4.9 +7% n/a 1
9 Rohto 4.6 +3% +5% 1
10 Painaway 3.0 "1% +4% 1
Others 47.1 "4% +0% 14
Australia/leading/analgesics/marketers/mid*2017/(MSP,%$mn)
� TVadsfortheDolipranerangecarriedthetagline“Anallyagainstpain”
� Thetaglineappearedinawebsite(contreladouleur.fr)launchedbySanofiinearly2017,toprovideinforma�onandsupportforconsumerssufferingfromchronicpain,plusasec�onforHCPs
� Sanofi’sCoDolipraneAdultes(paracetamol,codeine)isnowRxfollowingthereverseswitchofcodeinein2017
� Upsa/BMSfieldsNo.2andNo.3brands,paracetamol-formulatedDafalganandEfferalgan
� Dafalganhasalargelyethicalposi�oning,withmostop�onsreimbursedat65%whenprescribed
� Efferalgan,meanwhile,hasanewpureOTCfocus,withUpsa/BMSrenamingreimbursedop�onsEfferalganMed,whilepureOTCversionsEfferalganTab(1,000mgtabs)andEfferalganOdis(500mgorodispersibletablets)wererenamedEfferalgan
� AllpureOTCop�onsarenoweligibleforself-selec�oninpharmacies,andhavebeensupportedwithfrequentTVandprintadsfocusingonorodispersiblesachetop�onsandstressingsuitabilityforon-the-gouse,carryingtagline“Noglass,nowater–effec�vewhereveryouare”
� Paracetamolbrandsfacecompe��onfromgenerics,notablyfromBiogaran/Servier,MylanandPGT/P&G(forTeva)� However,Doliprane,DafalganandEfferalganavoidedinclusioninthegenericdirectory(whichwouldhaveallowedautoma�cgenericprescrip�onofthebrandswhenprescribed)a�ermarketersagreedtopricecutsin2015
France–Systemicanalgesics
TVadsshoweddifferentDolipranepresenta�onsabletotreatarangeofbodypains
BrandCaseStudies
Neosaldina(Nycomed/Takeda)� No.3systemicanalgesicinBrazil,headachetreatmentNeosaldinaispromotedas“Brazil’sfavouriteheadacheremedy”
� Ithasretaineditsposi�oninthefaceofgrowingcompe��onfromgenericsandsimilarsaswellasdynamiclaunchDorilEnxaqueca(Cosmed/Hypermarcas)
� Brandusesproprietary“3XTRA”formula�on,combiningmetamizole,isometheptenemucateandcaffeine,toprovidefast-ac�ngrelieffromheadache
� “ThinkingHeads”A+Pcampaign,featuringTVpresenterandmodelFernandaLima,promotesthebrandtowomenwithhigh-stresslifestylesandjobs,andbrandsiteneosaldina.com.brfeaturesmale-andfemale-specificadviceonthecausesofpaincondi�onsincludingheadaches
� Promo�onalsoincludesthe“Neosapp”healthinforma�onsmartphoneapp� Althoughbrandhasseenlimitedlineextension,withonlyoneformulaandtwoformatsavailable,widerangeofpacksizesincluding1,4and10-countblisterpacksand20-and30-countboxesgivesitwideappealacrossdifferentincomegroups
Neosaldinaanalgesicssales2012-16
(MSP,$mn)
Successfactors:Neosaldina’sstrengthcomesfromitsestablishedreputa�onintheheadachesegment;proprietaryfast-ac�ngformulaprovidesresilienceagainstgenericmetamizolecompe��on.
Countrymid+20170
$mnmid+170/0
mid+160CAGR016/12
%0share
Brazil 69.3 +9% +7% 100
† includes global Top 20 OTC markets only
Neosaldina0leading0analgesics0markets0mid+2017†0(MSP,0$mn)
2012$ 2013$ 2014$ 2015$ 2016$
54.1$(+13%)$
47.9$58.8$(+9%)$
58.9$(+0%)$
62.1$(+5%)$
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