Reaction to Extavia Promotion is Analyzed in New Report by BioTrends

EXTON, Pa., Aug. 31 /PRNewswire/ -- BioTrends released the third wave of LaunchTrends^®: Extavia (interferon beta-1b), a four wave syndicated report series designed to track the uptake of Novartis' Extavia. In the current wave of research, which measures success at nine months post launch, BioTrends surveyed 85 neurologists in late July 2010 and conducted qualitative interviews with a subset of 20 of the respondents in early August 2010.

Awareness and familiarity with Extavia, the newest disease-modifying agent (DMA) brand, remains high in this third wave. However, neurologists report little change in perception, trial, or use of Extavia compared to an earlier wave of the survey fielded in April 2010. While most neurologists see Extavia as a "me-too" drug that was not needed on the market, the small amount of reported current use is mostly driven by managed care requirements or out-of-pocket cost concerns. Promotional activity, although a factor that does appear to influence uptake of Extavia, is significantly lower than that associated with other disease-modifying agents. And while neurologists report a high level of interest in Novartis' pending multiple sclerosis (MS) therapy, Gilenia (fingolimod, FTY-720), a fair number of neurologists viewing Extavia as a "me too" agent report frustration with Novartis for bringing Extavia to market.  

BioTrends will continue to track the uptake of Extavia and perceptions of Gilenia in the final wave of this report series which will be published in November. Assuming Gilenia is approved, BioTrends plans to field LaunchTrends^®: Gilenia, a three wave report series following product uptake in the first six months. MS market dynamics will also be measured in upcoming syndicated reports including TreatmentTrends^®: Multiple Sclerosis and ChartTrends^®: Multiple Sclerosis.

About BioTrends Research Group, Inc.

BioTrends Research Group, Inc. provides syndicated and custom market research to pharmaceutical manufacturers competing in clinically evolving, specialty pharmaceutical markets.   For information on BioTrends publications and research capabilities, please contact us at (610) 363-3872 or www.bio-trends.com. BioTrends Research Group, Inc. is a Decision Resources, Inc. company.

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SOURCE BioTrends Research Group, Inc.