MED AD NEWS
DECEMBER, 2002
Most-recognized anti-infective brands.
Market Research Company
A quinolone antibiotic is the most-recognized anti-infective brand name in North America. In Europe, a beta-lactam antimicrobial is the most-recognized anti-infective brand name. In North America, Cipro (ciprofloxacin) leads with 21% of physicians surveyed recognizing it. The survey was conducted by Brand Institute, Inc., a biotechnology branding, pharmaceutical branding, and consumer branding consultancy firm. Bayer Corp. (www.bayer.com) markets Cipro to treat 14 types of infections, especially urinary tract infections such as acute uncomplicated cystitis, pyelonephritis, and chronic bacterial prostatitis.
In Europe, Augmentin (amoxicillin) leads the group with 13% of physicians recognizing the product. GlaxoSmithKline (www.gsk.com) markets Augmentin to treat lower respiratory tract infections, otitis media, sinusitis, skin and skin-structure infections, and urinary tract infections.
In North America, 10.2% of physicians recognized Augmentin. But only 1.5% of physicians in Europe recognized Cipro, where it is marketed as Ciprobay.
Brand Institute (www.brandinstitute.com), a consumer,
biotech and pharmaceutical brand name and identity consultancy, surveyed more
than 2,000 medical professionals, including more than 1,400 in North America,
to determine the most-recognizable brand names in the antibiotic and
anti-infectives category. The Brandpoll.com
sample includes physicians with various specialities and hospital retail
pharmacists. Brandpoll.com is a
marketing tool which Brand Institute created and aids clients in monitoring the
competitive marketplace and identifying the potential strengths and weaknesses
of their brand names.
Market Research Company
