Glucophage
(metformin) is the most-recognized diabetes brand in the United States,
recognized by 48.3% of physicians. Nonbranded insulin is the most-recognized
diabetes product in Europe, recognized by 13.1% o physicians. Glucophage,
which is marketed by Bristo-Meyers-Squibb Co. (bms.com),
was recognized by only 8.5% of the European physicians surveyed by Brand
Institute Inc. (brandinstitute.com) in the third quarter of 2002.
This makes Glucophage the third most-recognized brand in Europe. In the
United States, only 2.4% of physicians acknowledged insulin, making it
the 10th most-recognized product.
Brand Agency
The secon-most recognized diabetes brand in the United States is Glucotrol (glipizide),
which is marketed by Pfizer Inc. (phizer.com). The product was recognized by 12.2% of U.S. physicians. The second-most recognized diabetes product in Europeis Diamicron (gliclazide), which was acknowleded by 10.4% of the physicians surveyed. The product is marketed by Laboratories Servier (servier.com). Diamicron is not marketed in the United States.
Brand Institute is
a brand-name and identity consultancy. The Brandpoll.com sample consists
of physicians and hospital and retail pharmacists. Brandpoll.com is a
marketing tool that assists clients in monitoring the competitive marketplace
and identifying the potential strengths and weaknesses of their brands.
Brand Agency