There 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. The comparison between US and UK markets is particularly instructive. While there are different access and reimbursement issues in each market, with different launch dates, the UK market shares differ so markedly from those in the US they raise serious questions about marketing strategies and capabilities.

Download the full article by Stewart Adkins - Director, PharmaForensic Limited