IntroductionThere are few primary care categories as dynamic as diabetes (Type 1 and 2); not only is the category forecast to grow at 6.8% globally through to 2022 as more patients are diagnosed but it is likely to become the second largest category after oncology. More intriguing is that the players in this therapeutic area are relatively few in number and yet their competitive position in key geographies belies their marketing strength in other markets or treatment categories. This is particularly true in the UK oral anti-diabetes market. While early market entry and strong clinical data would be the expected drivers of market share there are many examples in the dynamic Type 2 sub-categories of DPP4 and SGLT2 inhibitors where UK market shares differ markedly from those in the US, raising serious questions about marketing strategies and capabilities. The rest of this paper will explore some of these issues and provide some suggestions as to how companies may alter course if they are to maximise the commercial opportunities available to them. To read full paper click here
 Evaluate Pharma – World Preview 2016, Outlook to 2022
Stewart Adkins was a Pharmaceutical Analyst at Lehman Brothers for 23 years and was involved with the Pharmafutures projects.