MedAdNews
June, 2005
Most Recognized Dermatology Brands
The most-recognized dermatology brand in North America is Elidel by 12.6% of physicians, according to a study done by Brand Institute Inc. in the first quarter of 2005. Composed of pimecrolimus, Elidel is indicated for the short-term and intermittent long-term treatment of mild-to-moderate atopic dermatitis in nonimmunocompromised patients 2 years old or older. The product is marketed by Novartis (novartis.com).
Retin-A is the second most-recognized brand in North America. About 10.6% of physicians named this brand the most. Retin-A contains tretinoin and is indicated for the treatment of acne vulgaris. The product is marketed by OrthoNeutrogena (orthoneutrogena.com), which is owned by Johnson & Johnson (jnj.com).
Elocon and Accutane tied as the third most-recognized brands in North America, both most recognized by 9.4% of physicians. Schering-Plough Corp.'s (sgp.com) Elocon, containing mometasone, is indicated for the relief of the inflammatory and pruritic manifestations of corticosteroid-responsive dermatoses. Accutane, marketed by Roche (roche.com) and containing isotretinoin, is indicated for the treatment of severe nodular acne.
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The most-recognized dermatology brand in Europe is Dermovate, cited by 9.8% of physicians. Composed of clobetasol, Dermovate is indicated for the treatment of psoriasis, recalcitrant eczemas, lichen planus, and discoid lupus erythematosus. The product is known as Temovate in the United States and is marketed by GlaxoSmithKline (gsk.com).
Betnovate was the second most-recognized, by about 9.2% of physicians. GlaxoSmithKline's Betnovate comprises betamethasone and is indicated for the treatment of eczema.
Lamisil is the third most-recognized brand in Europe. About 5.8% of physicians named this brand. Composed of terbinafine, Lamisil is used to treat athlete's foot, jock itch, ringworm, and onychomycosis of the toenail or fingernail. The product is marketed by Novartis.
Brand Institute (brandinstitute.com) surveyed more than 2,000 physicians and hospital and retail pharmacists in North America and Europe to determine the most-recognizable brands in the category of dermatology drugs. Brandpoll is a marketing tool that is designed to help clients monitor the competitive marketplace and identify the potential strengths and weaknesses of their brands.
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