Product differentiation to boost European human growth hormones market, says Frost & Sullivan
Strategic collaborations with drug delivery companies will help in the development of innovative offerings
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The stable growth of the European human growth hormone (hGH) market is attributed primarily to a decrease in the prices and an increase in the overall volumes of hGH drugs used.
No new indications for hGH therapy are likely to be approved by the European Medicines Agency (EMEA) over the next 3 to 5 years. This, paralleled by a stable patient population, has resulted in a saturated market that does not provide attractive opportunities for new entrants. Nevertheless, product differentiation based on innovative technologies will enable existing market participants to expand their share in this highly concentrated market.
New analysis from Frost & Sullivan, European Human Growth Hormones Market, finds that the market earned $0.99 billion in 2012 and estimates this to reach $1.22 billion in 2019. The research covers adult and paediatric segments.
“Product differentiation in the hGH market is aimed at 3 different levels; namely, drug delivery mechanisms, long-acting preparations and improved formulations, and combination therapy,” notes Frost & Sullivan Senior Research Analyst Aiswariya Chidambaram. “Companies have increasingly started to focus on developing non-invasive delivery methods to improve patient compliance and reduce treatment withdrawal rates.”
Such efforts are set to address the issue of reduced therapeutic efficacy due to poor patient compliance. With more than 80% of the target population for hGH being children below the age of 15 years, taking hGH injections on a daily basis is a major challenge. This has led to poor adherence and higher withdrawal rates from existing therapeutic regimes.
Entering into strategic collaborations with drug delivery companies could pave the way for product differentiation, while enabling market participants to gain a competitive advantage.
“Fostering strategic alliances with technology providers and drug delivery companies will help hGH manufacturers to develop other potential modes of drug delivery such as oral and pulmonary,” concludes Chidambaram. “Such non-invasive drug delivery methods are likely to motivate improved patient compliance and treatment success rates.”
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