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Most-recognized gastrointestinal brands, August 2013

The most-recognized gastrointestinal brand in North America is Prilosec. The brand was most recognized by 11.5 percent of physicians in a survey conducted by Brand Institute Inc. during the first quarter of 2013. Prilosec, comprising omeprazole, is marketed by AstraZeneca (astrazeneca.com). The drug was first approved by FDA in September 1989 for the short-term treatment of active benign gastric ulcer; for the short-term treatment of erosive esophagitis that has been diagnosed by endoscopy; for the long-term treatment of pathological hypersecretory conditions; to maintain healing of erosive esophagitis; and for acute benign gastric ulcer.

Nexium is the second most-recognized gastrointestinal brand in North America. About 10.1 percent of physicians recognize this brand the most. Nexium, comprising esomeprazole, is marketed by AstraZeneca. The product was first approved by FDA in February 2001 for the treatment of heartburn and other symptoms associated with gastroesophageal reflux disease; to maintain symptom resolution and healing of erosive esophagitis; for the short-term treatment in the healing and symptomatic resolution of diagnostically confirmed erosive esophagitis; and in combination with amoxicillin and clarithromycin for the treatment of patients with Helicobacter pylori infection and duodenal ulcer disease.

The third most-recognized gastrointestinal brand in North America is Pepcid. About 7.5 percent of physicians recognize this product the most. Pepcid, comprising famotidine, is marketed by McNeil Consumer Pharmaceuticals, a division of Johnson & Johnson (jnj.com). The product was first approved by FDA in November 1986, and is indicated for the short-term treatment of active duodenal ulcer, as maintenance therapy for duodenal ulcer patients after healing of an active ulcer, for short-term treatment of active benign gastric ulcer, for short-term treatment of gastroesophageal reflux disease, and for treatment of pathological hypersecretory conditions.

The most-recognized gastrointestinal brand in Europe is Nexium. This brand was recognized the most by 6.7 percent of physicians.

Zantac is the second most-recognized gastrointestinal brand in Europe. About 6 percent of physicians recognize this brand the most. Zantac, comprising ranitidine, is marketed by GlaxoSmithKline (glaxosmithkline.com) for the short-term treatment of active, benign gastric ulcers and the maintenance therapy for gastric ulcer patients at reduced dosage after healing of acute ulcers; the short-term treatment of gastroesophageal reflux disease; and for endoscopically diagnosed erosive esophagitis and maintenance of healing of erosive esophagitis.

The third most-recognized gastrointestinal brand in Europe is Gaviscon. About 4 percent of physicians recognize this brand the most. Gaviscon, comprising sodium alginate, sodium bicarbonate, and calcium carbonate, is marketed in Europe by Reckitt Benckiser (rb.com). The product is indicated for the treatment of heartburn and gastrointestinal reflux disease.

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

Posted: August 2013


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