1. Women’s Health Market Strategies – Opportunities remain in this overlooked therapy area
Investment in women’s health has suffered in recent years as the pharmaceutical industry moves
towards specialist care and biological therapies. The traditional view is that women’s health bears
several barriers to entry that limit return and deter investment, such as high market competition,
stigma, and regulatory restrictions. Nevertheless, opportunities remain in this overlooked therapy
area.
Features and benefits
Analyze the leading players involved in women’s health, including SWOT analyses and franchise
revenue projections to 2016.
Clinical and commercial attractiveness assessment of key women’s health indications to identify the
best markets to enter.
Identify key marketing and corporate strategies used by current women’s health companies and
understand the impact of key recent licensing deals.
PESTL analysis provides further exploration of the major drivers and resistors in the women’s health
sector.
Analysis of sales trends and FDA approvals in women’s health compared to other therapy areas.
More Information on: Women’s Health Market Strategies
Highlights
In 2010, the women’s health market generated $12bn sales for the top 50 drug companies,
accounting for 2.1% of total pharmaceutical sales. Bayer-Schering is the leading player in the sector
with sales nearing $3bn in 2010 and will continue to dominate the market. Other key players include
Pfizer, Warner Chilcott, Teva, Merck KGaA, and Merck & Co.
The decreasing interest in women’s health is due to the perceived poor return on investment
compared to other sectors. There are several barriers to entry, including high stigma, poor treatment
education, regulatory restrictions, and lack of scientific innovation. The perceived lower level of
unmet need and high competition further deter investment
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Companies can increase the patient potential of their products by raising awareness, destigmatizing
conditions, and dispelling safety concerns utilizing modern day marketing channels. Moreover,
portfolios can be further optimized by expansions into non-traditional women’s health disorders and
new geographies, particularly India and China.

2. Table Of Contents
OVERVIEW
Catalyst
Summary
EXECUTIVE SUMMARY
Strategic scoping and focus
Report structure
Datamonitor key findings
Related reports
WOMEN’S HEALTH MARKET DYNAMICS
Key findings
Market definition
Trends in pharmaceutical sales
Small molecules will continue to display strong growth in the women’s health area, unlike the rest of
the industry
Over the forecast period there will be less generic erosion in women’s health compared to rest of the
sector
Mergers and acquisitions are the key source of products for companies involved in the women’s
health sector
Trends in FDA approvals
FDA approvals remain below the industry average
Key market events
Hormone replacement therapy for menopausal symptoms – BZA/CE meets Phase III endpoints and
continues its bid to reinvigorate the HRT market
Hormonal contraception – potential new bestseller Zoely is approved in the EU
Non-hormonal therapy for menopausal symptoms – Pristiq is unlikely to target gap in the menopause
market as the FDA fails to approve the therapy
Female sexual dysfunction – Boehringer Ingelheim withdraws flibanserin, further reducing the
potential of this market
Endometriosis – Abbott safeguards market leadership through elagolix deal
MARKETING AND CORPORATE STRATEGIES IN WOMEN’S HEALTH
Key findings
Trends in deals and alliances
Consolidation among the Big Pharma peer set threatens the sector…
but opportunities exist for companies wanting to take the risk
There were 74 deals and alliances in women’s health from 2010 to 2011
Trends in marketing strategies
Direct-to-consumer advertising
Sponsorship/disease awareness campaigns
Trends in corporate strategies
Companies target women’s health disorders as secondary indications
Companies focus on one or two markets
Branded generics are common in the hormonal contraceptive markets
KEY WOMEN’S HEALTH PLAYERS
Key findings

3. Strategic overview
Bayer-Schering – the hormonal contraceptive company
Bayer-Schering’s women’s health portfolio accounts for over 22% of the company’s total sales
Indication expansions and a broad portfolio are key to Bayer-Schering’s success in the sector
Bayer-Schering focuses on endometriosis while turning away from hormone replacement therapies
SWOT analysis for Bayer-Schering’s women’s health portfolio
Pfizer – the HRT company
Women’s health sales only account for 2.6% of total sales
Pfizer can restore growth in the menopausal market
SWOT analysis for Pfizer’s women’s health portfolio
Teva – the opportunistic company
SWOT analysis for Teva’s women’s health portfolio
Warner Chilcott – the specialist company
Women’s health sales only account for 22.5% of total sales
Warner Chilcott expands its franchise to included non-traditional women’s health products
SWOT analysis for Warner Chilcott’s women’s health portfolio
Merck KGaA – the infertility company
Merck KGaA continues to invest in the infertility market but has divested its hormonal contraceptives
franchise
SWOT analysis for Merck KGaA’s women’s health portfolio
Merck & Co. – the ambiguous company
SWOT analysis for Merck & Co.’s women’s health portfolio
WOMEN’S HEALTH MARKET ACCESS
Key findings
Opportunities and threats
Datamonitor’s market attractiveness assessment
Key takeouts
Unmet needs
PESTL analysis
Political
Economical
Social
Technological
Legal
REDEFINING WOMEN’S HEALTH
Key findings
Opportunities exist beyond “traditional” gynecological women’s health disorders
Many disorders affect women disproportionately and could be considered women’s health disorders
Postmenopausal care presents the greatest patient population
Companies entering very competitive markets can decide to target women, providing differentiation
Companies involved in diseases that are more prevalent in women are targeting this population in
their websites
Including women in clinical trials to assess gender differences in drug efficacy and safety
BIBLIOGRAPHY
Journal papers

4. Websites
Datamonitor reports
APPENDIX
Contributing experts
PharmaVitae Explorer database
Conferences attended
Report methodology
LIST OF TABLES
Table: Global sales and growth of the top 50 pharmaceutical companies, by therapy area ($bn),
2006–16
Table: Global sales for key pipeline products in the women’s health market, 2011–16
Table: Key events in the women’s health market, June 2010–September 2011
Table: Top 10 mergers and acquisitions, by value, 2007–11
Table: Examples of drug advertising campaigns in women’s health, 2009–11
Table: Behavioral intention after seeing an advert
Table: Examples of key women’s health awareness campaigns, 2011
Table: Key companies involved in women’s health, by indication, 2011
Table: Key companies active in the osteoporosis market, 2011
Table: Bayer-Schering’s women’s health global sales, 2006–16
Table: Bayer-Schering’s – SWOT analysis for women’s health franchise, 2011
Table: Pfizer women’s health global sales, 2006–16
Table: Pfizer – SWOT analysis for women’s health franchise, 2011
Table: Teva global women’s health sales, 2006–16
Table: Teva – SWOT analysis for women’s health franchise, 2011
Table: Warner Chilcott global women’s health sales, 2006–16
Table: Warner Chilcott – SWOT analysis for women’s health franchise, 2011
Table: Merck KGaA global women’s health sales, 2006–16
Table: Merck KGaA – SWOT analysis for women’s health franchise, 2011
Table: Merck & Co. global women’s health sales, 2006–16
Table: Merck & Co. – SWOT analysis for women’s health franchise, 2011
Table: Women’s health sector opportunities and threats
Table: Prevalence for key indications
Table: Unmet needs in women’s health
Table: Diagnostic experience with endometriosis according to the type of physician seen first
Table: Recommended treatments for key women’s health conditions during reproductive age
Table: Side effects and safety of key drugs and procedures in women’s health
Table: Women’s health sector market drug competition attractiveness assessment, 2011
Table: Reimbursement of in vitro fertilization treatments
Table: Representative formulary tier status in the US for leading women’s health brands, 2011
Table: Examples of governmental and philanthropic organizations involved in women’s health
Table: FDA-approved women’s health specific devices, 2000–11
Table: Summary of legal lawsuits open with Merck & Co. and Bayer-Schering, 2011
Table: Drug classification for pregnant women, 2011
Table: Patient population of diseases affecting women in the US according to PhRMA

5. LIST OF FIGURES
Figure: Women’s health disorders, by life stage
Figure: Global sales of the top 50 pharmaceutical companies, by therapy area ($bn), 2006–16
Figure: Global sales growth of the top 50 pharmaceutical companies, by therapy area ($bn), 2006–
16
Figure: Forecast top 50 prescription pharmaceutical sales growth, by molecule type (%), 2010–16
Figure: Forecast prescription pharmaceutical sales growth, by product lifecycle stage (%), 2010–16
Figure: Forecast prescription top 50 pharmaceutical sales growth, by source (%), 2010–16
Figure: Number of drugs approved by the FDA, 1995–2011
Figure: Deals and alliances in key pharmaceutical areas, 2005–11
Figure: Deals and alliances women’s health, 2010–11
Figure: Deals and alliances women’s health, by type of deal, 2010–11
Figure: Direct-to-consumer pharmaceutical advertising expenditure in the US, 1998–2009
Figure: Birds and Bees can’t always make babies campaign, 2011
Figure: Disease awareness campaigns, 2011
Figure: Branded, generic, and branded generic products in the hormonal contraceptive market in the
US, 2009
Figure: Bayer-Schering’s global sales, 2002–16
Figure: Bayer-Schering’s global women’s health sales, 2002–16
Figure: Pfizer global sales, 2002–16
Figure: Pfizer global women’s health sales, 2002–16
Figure: Teva global sales, 2002–16
Figure: Teva’s global women’s health sales, 2002–16
Figure: Warner Chilcott global sales, 2002–16
Figure: Warner Chilcott’ s global women’s health,2002–16
Figure: Merck KGaA global sales, 2002–16
Figure: Merck KGaA’s global women’s health, 2002–16
Figure: Merck & Co. global sales, 2002–16
Figure: Merck & Co.’ global women’s health sales, 2002–2016
Figure: Women’s health sector attractiveness assessment, 2011
Figure: Women’s health sector clinical attractiveness ratings, 2011
Figure: Women’s health sector commercial attractiveness ratings, 2011
Figure: Breakdown of age at diagnosis of female infertility in the seven major markets, 2008
Figure: Trends in assisted reproduction technology in the US, 1999–2008
Figure: Total Food and Drug Administration approved devices, 2000–11
Figure: Food and Drug Administration approved devices, by therapy area, 2000–11
Figure: US and EU public- and venture-capital-backed private companies, by segment and therapy
area, 2009
Figure: Hip and knee replacements in the UK, by gender, 2010
Figure: Pipeline for key therapy sectors, 2011
Figure: Women’s health clinical pipeline, 2011
Figure: Number of women in the seven major markets, 2011 and 2021
Figure: Examples of Detrol LA television marketing campaigns, 2010
Figure: Detrol LA (tolterodine; Pfizer) webpage, 2010

6. Figure: Vesicare (solifenacin; Astellas) webpage, 2011
Figure: Prolia (denosumab; Amgen/GlaxoSmithKline) webpage, 2011
Figure: Pristiq (desvenlafaxine; Pfizer) webpage, 2011
Figure: Savella (milnacipran; Forest) webpage, 2011
Figure: Topamax (topiramate; Johnson & Johnson) webpage, 2011
Figure: Treximex (sumatriptan and naproxen; GlaxoSmithKline) webpage, 2011
Figure: Gilenya (fingolimod; Novartis) webpage, 2011
Figure: Belysta (belimumab; Human Genome Sciences/GlaxoSmithKline) webpage, 2011
Figure: The PharmaVitae Explorer
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