Portfolio diversity the key to success In ever-changing cardiovascular market.

(PRWEB) March 13, 2004 --Research and Markets announces the addition of this new report entitled "Cardiovascular Marketing: Budgets, Staffing and Strategy" to its offerings.

In the ever-changing cardiovascular market, portfolio diversity is the key to success. Cardiovascular drugs account for 20% to 50% of top companies current product portfolios. Statins alone represent a $12.5 billion market. Growth among cardiovascular products is two-fold: it comes from novel indications and more effective treatment than currently marketed drugs. Unfortunately, some companies continue developing fourth- or fifth-to-market drugs that will struggle to compete against the likes of Lipitor and Diovan.

Todays cardiovascular market changes rapidly and commercialization teams can no longer rely on their top drugs to continue generating revenue. To continue launching innovative cardiovascular treatments, companies implement various development and commercialization strategies.

This report explores the menu strategies companies use to adapt to and, eventually, shape the cardiovascular market, including:

- Portfolio prioritization and diversity
- Aggressive marketing tactics
- Developing novel combination therapies
- Garnering market share through competitive launches
- Funding critical post-launch clinical trials
- Voluntary Rx to OTC switching strategies for key cardiovascular classes, such as statins

Information for this study was developed through both primary and secondary sources. The research team conducted primary interviews and gathered quantitative surveys from cardiovascular product managers, therapeutic area directors and franchise managers. Secondary research focused on compiling pharmaceutical industry and cardiovascular market data.

There are a large number of companies profiled in this report including:
- AstraZeneca
- Aventis
- Bayer
- Berlex Labs
- Bristol-MyersSquibb
- Eli Lilly
- Esperion
- GlaxoSmithKline
- Johnson & Johnson
- Merck & Co.
- Merck KGaA
- Novartis
- Pfizer
- Roche
- Sankyo
- Sanofi-Synthelabo
- Schering AG
- Schering-Plough

For a complete index of this report click on http://www.researchandmarkets.com/reports/53547

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