Corporate Brand Consultants
Retin-A
is the most-recognized dermatology product in the United States. Retin-A
was recognized by 10.7% of U.S. physicians in a survey conducted by Brand
Institute Inc. in first-quarter 2003. Retin-A is marketed by Ortho Neutrogena
(orthoneutrogena.com), and is available as a gel, cream, and liquid for
the topical treatment of acne vulgaris. The second most-recognized product
in the United States at 7.8% was Accutane, a twice-daily gelatin capsule
indicated for the treatment of severe recalcitrant nodular acne. Accutane
is marketed by Roche. The product lost its U.S. patent in February 2002.
Daktarin
is the most-recognized dermatology brand in Europe, with 9.8% of physicians
recognizing the product in that part of the world. Daktarin is a range
of antifungal products for the treatment of athlete’s foot and other
common fungal skin infections. The product line is marketed by Johnson
& Johnson MSD Consumer Pharmaceuticals (jnjmsd.co.uk). The second
most-recognized product in Europe, at 8.8%, was the topical corticosteroid
Betnovate.
Corporate Brand Consultants
Betnovate
preparations are indicated for the treatment of eczema in children and
adults, including atopic eczema and psoriasis. Additionally, Betnovate,
marketed by GlaxoSmithKline (gsk.com), is indicated for the treatment
of neurodermatoses. Betnovate is available in cream, lotion, ointment,
and aqueous suspension forms. Neither Retin-A nor Accutane were among
the most-recognized dermatology brands in Europe. Daktarin and Betnovate
are not marketed in the United States.
Brand Institute (brandinstitute.com) surveyed more
than 2,000 medical professionals in North America and Europe to determine
the most-recognizable brands in the dermatology category. The Brandpoll.com
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 potential strengths and weaknesses
of their brands.
Corporate Brand Consultants
