UK: Market Transformation Sandoz and Teva Could Shake Up Market for Epinephrine Injection Devices
With no generic versions and few comparable alternatives, Mylan’s Epipen has dominated the epinephrine injection device market for over a decade. However, this summer has marked the arrival of two new serious contenders, Sandoz and Teva.
London/UK — The two companies are planning to launch products with the potential to completely transform the market, says data and analytics company Global Data.
In July 2018, Adamis Pharmaceuticals announced that Sandoz would be its commercialization partner in the production of Symjepi, an epinephrine pre-filled syringe that is the first of its kind.
On 16 August 2018, Teva Pharmaceuticals announced that its abbreviated new drug application for a generic epinephrine auto-injector was finally approved by the FDA. The product, which uses Antares Pharma’s Vibex auto-injection platform, is the first product to be designated as a therapeutic equivalent to the Epipen, and is therefore fully substitutable at the pharmacy.
Global Data believes that in comparison to other products released by smaller companies, such as Impax’s Adrenaclick and Kaleo’s Auvi-Q, the financial resources available to the two companies will allow their products to draw significant market share away from Mylan.
Importantly, Sandoz and Teva will have the resources to enact powerful marketing strategies, said Rose Joachim, PhD, Pharma Analyst at Global Data. Mylan transformed the Epipen into a billion dollar product through its own marketing campaign, making the device as ubiquitous as Kleenex in the public lexicon. It is clear that a similar focus on marketing will be necessary to elevate any other product in this market, the analyst believes.
Between the two products, Teva’s device has the significant advantage of being a generic product that can be directly substituted for the Epipen at the pharmacy level due to a similar injection mechanism.
However, it is possible that the unique manual injection design of Symjepi will draw a following upon its launch. If Symjepi proves to be as natural to use as the company claims, this and its small size will likely be important factors in convincing patients to switch to the device.
Joachim concludes that the events of this summer were likely to really shake up the epinephrine injection device market. Global Data believes that if powerful generics giants like Sandoz and Teva could navigate the space successfully, the eventual launch of their devices would continue to transform the space for the foreseeable future.