HEALTH

IMS Health projects growth for Rx market

BY Alaric DeArment

NORWALK, Conn. The global pharmaceutical market will reach a value of $880 billion next year, according to a report by market research firm IMS Health.

 

IMS Health forecasted 5% to 7% growth in 2011 in its annual IMS Market Prognosis, compared with 4% to 5% growth this year.

 

 

Generic drugs will become dominant in many therapies, as drugs with sales of more than $30 billion are expected to lose patent protection next year. These include Pfizer’s cholesterol-lowering drug Lipitor (atorvastatin calcium), Bristol-Myers Squibb’s and Sanofi-Aventis’ cardiovascular drug Plavix (clopidogrel bisulfate), Eli Lilly’s antipsychotic Zyprexa (olanzapine) and Johnson & Johnson’s antibiotic Levaquin (levofloxacin).

 

 

At the same time, much innovation is expected to occur in the area of specialty drugs –– drugs to treat such complex and often unmet therapeutic needs as multiple sclerosis, cancer and hepatitis C –– and patient access is expected to increase. IMS predicted five potential blockbuster drugs, meaning those with annual sales of $1 billion or more, will be approved over the course of the year.

 

 

Public and private payers are expected to reduce their growth in drug budgets, according to the report. In the United States, this is in the form of health plans increasing use of cost-sharing provisions and pre-authorizations.

 

 

“In 2011, we will see the loss of exclusivity for some iconic brands and a promising new wave of innovation,” IMS SVP Murray Aitken said. “It will also be a critical year for gauging how healthcare-reform initiatives in key markets evolve and play out amid the expected macroeconomic recovery. For pharmaceutical manufacturers, an unrelenting focus on bringing distinct value to patients and health systems will be essential to navigating this dynamic market.”

 

 

Overall, the company expected divergent growth in different markets. The United States will remain the largest drug market, growing 3% to 5% to $310 billion. Japan will grow by 5% to 7%, while Canada and the five major European markets of the United Kingdom, Germany, Spain, Italy and France will grow by 1% to 3%. The so-called “pharmerging markets” will experience the most dramatic growth, 15% to 17%, including 25% to 27% growth in China, which will remain the world’s third-largest pharmaceutical market at $50 billion.

 

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Enzymedica encourages consumers to take digestive health challenge

BY Michael Johnsen

PORT CHARLOTTE, Fla. Enzymedica on Tuesday launched a campaign to drive awareness around enzymatic therapy as a way to improve overall digestive performance through the company’s 14-day “Take the Digest Challenge!”

 

For consumers taking the challenge, Enzymedica recommended its Digest Basic formula along with every meal or large snack for 14 days. Within the first two weeks, consumers should realize reduced digestive distress, increased energy and improved regularity, the company stated.

 

 

“Enzymes perform a multitude of functions in the body,” noted Kelly Crinnion, a representative for Enzymedica. “They aid everything from digestion to healthy energy levels. A daily enzyme supplement like Enzymedica’s Digest Basic provides the body [with] needed support,” she said. “Promoting proper digestion will encourage a healthy intestinal environment. … This can help relieve occasional constipation and irregularity.”

 

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New PowerBar High Intensity rolls into retail

BY Michael Johnsen

FLORHAM PARK, N.J. Nestle Performance Nutrition on Tuesday announced its entry into the sport dietary supplement category with the launch of a line of dietary supplements under the brand PowerBar Elite Series High Intensity. Formulated with sustained-release beta alanine for endurance, the line will carry the NSF Certified for Sport certification for sports nutrition products.

 

"With studies published in the last couple of years, the amino acid beta alanine appears to be joining a small list of nutritional ingredients with good scientific support for helping athletes perform at their best," stated Eric Zaltas, business development director for Nestle Performance Nutrition. "Providing the sustained-release form of beta alanine and gaining NSF certification were important considerations for us as we move into the sports dietary supplement category."

 

 

Studies suggest beta alanine supplementation can enhance performance in efforts lasting between one minute and 10 minutes, such as cycling over the top of a hill, high-intensity interval training or in sports events falling within this range.

 

Each PowerBar High Intensity two-tablet serving provides 1.6 g of beta alanine. For optimum results, athletes should take two tablets twice daily for the first four weeks and two tablets once per day thereafter. With this regimen, athletes typically see results in four to eight weeks.

 

The supplement started shipping in September through sports specialty retailers and PowerBar.com for a suggested retail price of $39.99 per 56-serving bottle.

 

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