Most-recognized brands: Anti-infectives, December 2013

The most-recognized anti-infective brand in North America is Cipro. The brand was most-recognized by 7 percent of physicians in a survey conducted by Brand Institute Inc. during the second quarter of 2013. Cipro, comprising ciprofloxacin, is marketed by Bayer HealthCare Pharmaceuticals (bayerhealthcare.com). The drug was first approved by FDA in 1987 and has earned indications for the treatment of a variety of bacterial infections, including anthrax.

Levaquin is the second most-recognized anti-infective brand in North America. About 5.5 percent of physicians recognize this brand the most. Levaquin, comprising levofloxacin, is marketed by Ortho-McNeil Pharmaceutical Inc. (ortho-mcneilpharmaceutical.com) and PriCara Inc. (pricara.com), both subsidiaries of Johnson & Johnson (jnj.com). The product was first approved by FDA in December 1996, and its various formulations have been approved for 28 different anti-infective indications. Levaquin’s most recent new indications came in September 2007, when the drug was approved for the treatment of acute pyelonephritis and for the treatment of complicated urinary tract infection.

The third most-recognized anti-infective brand in Europe is Augmentin. About 4.3 percent of physicians recognize this brand the most. Augmentin, comprising amoxicillin and clavulanate, is marketed by GlaxoSmithKline (gsk.com). The drug was first approved in 1984 and has earned more than 25 anti-infective indications.

The most-recognized anti-infective brand in Europe is Augmentin. About 5.2 percent of physicians recognize this brand the most.
Amoxil is the second most-recognized anti-infective brand in Europe. About 2.6 percent of physicians recognize this brand the most. Amoxil, comprising amoxicillin, is marketed in Europe by GlaxoSmithKline and in the United States by Dr. Reddy’s Laboratories Inc. (drreddys.com). Discovered by scientists at Beecham Research Laboratories in 1972, amoxicillin is one of the world’s most widely used antibiotics.

The third most-recognized anti-infective brand in Europe is Keflex. About 2.1 percent of physicians recognize this brand the most. Keflex, comprising cefalexin, was first marketed by Eli Lilly and Co., but is now available from a number of generics companies. The product was first introduced in 1967 and is used to treat a variety of infections including acute otitis media, tonsillitis, skin infections, respiratory tract infections, and urinary tract infections.

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 anti-infectives. Brandpoll is a marketing tool designed to help clients monitor the competitive marketplace and identify the potential strengths and weaknesses of their brands.

Posted: December 2013


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