†rsrapport Nycomed - Takeda Pharmaceuticals International GmbH

BUSINESS DESCRIPTIONNYCOMED MARKETSWESTERN EUROPENycomed’s presence in Western Europe is concentrated to Belgium and Holland,and with a more limited presence in France. In Belgium Nycomed operatesthrough a number of marketing companies detailing pharmaceutical products,both prescription and OTC, towards general practitioners and specialists. Threeteams visit general practitioners and two teams call upon specialists and hospitals.The target groups are gastro-enterologists, internists, cardiologists, rheumatologists,orthopaedics, urologists, endocrinologists and psychiatrists. Twoother teams market OTC-products to pharmacies. In Holland, two teams detailpharmaceutical products to general practitioners supported by one team callingupon specialists like rheumatologists, orthopaedics, neurologists and urologists.Separately, one team markets OTC-products to pharmacies and drug stores.With this organisation in place, Nycomed is equipped to launch basically any productboth in Belgium and Holland and promote them actively to doctors, pharmaciesand the general public.Both in Belgium and in Holland, the company has a well-balanced portfolio of prescriptionmedications promoted to doctors and an OTC-portfolio which is sold inpharmacies and drug stores, and marketed through established distributionchannels as well as to the general public. The strategy has been focused on buildingan up-to-date and well-balanced portfolio of both prescription and OTC-drugs.Consequently, the portfolio has been gradually updated and older, non-profitableproducts have been de-listed. New products with good profitability and sufficientlyhigh sales potential have been launched. Each of the major products in thecompany’s portfolio is performing on top in its therapeutic class.The highlight of 2000 was the launch of Zurcale ® 20mg in Belgium on October1st. By obtaining reimbursement approval for the 20mg formulation, Nycomedobtained access to the market for chronic treatment of oesophagitis. The Belgianmarket for proton pump inhibitors amounts to DKK 667 million, growing at anannual rate of 20%.In Holland the major event was the launch of new formulations of Nycomed’sTramadol under the brand name Tramagetic ® .–19–