MEDAD NEWS February 2005

MOST-RECOGNIZED DIABETES BRANDS

Corporate Brand Consultant

The most-recognized diabetes brand name in the United States is Glucophage. About 20.1% of physicians most recognize this pharmaceutical brand name, according to a survey by Brand Institute Inc., a biotechnology branding, pharmaceutical branding, and consumer branding consultancy firm, conducted in the third quarter of 2004. Approved in December 194 and composed of metformin, Glucophage is indicated for use as monotherapy as an adjunct to diet and exercise to improve glycemic control I patients with type 2 diabetes, as monotherapy as an adjunct to diet to lower blood glucose in patients with type 2 diabetes mellitus, for concomitant use with a sulfonylurea or insulin to improve glycemic control I patients with type 2 diabetes, and for the treatment of type 2 diabetes. Glucophage is marketed by Bristol-Myers Squibb Co. (www.bms.com). The product was originally developed by Merck KGaA (www.merck.de).

The second-most recognized pharmaceutical brand name is Avandia. About 12.1% of physicians most recognized this brand. Composed of rosiglitazone, Avandia is indicated as an adjunct to diet and exercise to improve glycemic control in patients with type 2 diabetes mellitus, for use in combination with a sulfonylurea, metformin, or insulin when diet, exercise, and a single agent do not result in adequate glycemic control, and as monotherapy for use in combination with insulin for the treatment of type 2 diabetes. Avandia was approved in May 1999 and is marketed by GlaxoSmithKline (www.gsk.com).

Glucotrol is the third most-recognized pharmaceutical brand name. About 7.5% of physicians named this brand. Glucotrol, which contains glipizide, is indicated as an adjunct to diet for the control of hyperglycemiaand its associated symptomatology in patients with type 2 diabetes. Approved in May 1984, Glucotrol is marketed by Pfizer Inc. (www.pfizer.com).
Corporate Brand Consultant

Glucophage also is the most-recognized diabetic brand in Europe, with 13% of physicians naming this brand. In Europe, Glucophage is indicated for the treatment of type 2 diabetes.

The second most-recognized pharmaceutical brand name in Europe is Diamicron. About 11% of physicians most recognized this brand. In France, Diamicron is indicated for the treatment of type 2 diabetes. Les Laboratories Servier (www.servier.com) markets Diamicron. The product, composed of gliclazide, was launched in 1972 in France.

The third-most recognized pharmaceutical brand name in Europe is Euglucon. About 10% of physicians recognized this brand the most. Euglocon has been prescribed as a therapeutic drug for diabetes mellitus worldwide. The product is composed of glibenclamide and marketed by Roche (www.roche.com).

Brand Institute, a consumer, biotech and pharmaceutical brand naming company, surveyed more than 2,000 physicians and hospital and retail pharmacists in Europe and North America to determine the most-recognizable pharmaceutical brand names in the category of diabetes drugs. Brandpoll is a marketing tool designed to help clients monitor the competitive marketplace and identify strengths and weaknesses of their brand names.
Corporate Brand Consultant