MED AD NEWS JANUARY 2004

Branding Consultant

The most-recognized antiviral drug brand in the United States and Europe is Zovirax. The name brand drug product was most recognized by 28.4% of U.S. physicians and 30.3% of European physicians in a survey conducted by Brand Institute, Inc., a biotechnology branding, pharmaceutical branding, and consumer branding consultancy firm, in the fourth quarter of 2003.

Zovirax is marketed by Biovail Corp. (biovail.com) and initially was approved in 1982. The pharmaceutical name brand is indicated for the treatment of herpes simplex, chickenpox, herpes zoster, and herpes genitalis.

The second most-recognized antiviral name brand in the Unites States and Europe is a generic formulation of the active chemical in Zovirax, which is acyclovir. About 13.7% of the U.S. physicians and 17.1% of the European physicians who were polled recognized the brand name drug product the most.
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In the United States and Europe, the third most-recognized brand name is Valtrex, which comprises valacyclovir. In the United States, 10.4% of physicians recognized this brand name the most, and 11.2% of European physicians recognized this brand name the most. Glaxosmithkline (gsk.com) markets Valtrex, which was initially approved in the United States in 1995 for the treatment of herpes zoster in immunocompetent adults. The brand name drug product has gained additional approvals for treating genital herpes and cold sores.

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Brand Institute (brandinstitute.com) surveyed more than 2,000 medical professionals in North America and Europe to determine the most-recognizable drug brands in the antiviral category. The BrandPoll sample consists of physicians, and hospital and retail pharmacists. BrandPoll is a marketing tool designed by Brand Institute to help clients monitor the competitive marketplace and identify the potential strengths and weaknesses of their pharmaceutical brands.
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