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The U.S. Anti-Depressant Market Currently Stands at $9.4 billion in 2013 after Peaking at $12 billion in 2008(M2 PressWIRE Via Acquire Media NewsEdge) Dublin - Research and Markets (http://www.researchandmarkets.com/research/6vwrrp/u_s) has announced the addition of the "U.S. Anti-Depressant Market - Old Fashion Branding Could Save The Day" report to their offering. At 270 million prescriptions per year, anti-depressants are the most consumed class of therapeutics in the US. However, sales revenue does not match prescription numbers. The U.S. antidepressant market peaked at $12 billion in 2008, lost $2.6 billion due to expired patents during the following years and currently stands at $9.4 billion. Over the past five years, the market has been declining, on average, by (-4%) per year. Currently, generics control over 40% of the market in terms of revenue and over 85% of the market in terms of prescriptions. Any change in price mix through adding a premium price markup for a growing brand could re-ignite growth in the market. Branded pharmaceutical companies are increasingly pulling out the antidepressant market, despite widespread use of the medication, as patent expiry and new drug development failures make it unprofitable to remain in the market. However, according to The Pharmaceutical Strategist, the market still holds promise for that innovative player that would manage to exact value out of the current dissatisfaction of treatment outcome experienced by both patients and physicians alike. With its naturally fluctuating course, depression is a highly placebo-responsive condition. Mean placebo response rates in antidepressant clinical trials hover around the 35% level. Physician-patient relationship, socio-cultural background, the treatment situation set and setting and even the color and shape of the placebo pill are contributing factors to the placebo response. A dependable brand name also evokes an inherent response in the depressed patient. With billions of dollars already invested in developing antidepressant brands over the past two decades, finding a way to measure such response and to reliably measure its true effect can offer some of those valuable brands a new lease on life. The Pharmaceutical Strategist's Strategic Consulting Reports are short insightful quality documents targeted at product, brand, portfolio and marketing managers in the Pharmaceutical and Medical Biotechnology Industries. Companies Mentioned - Eli Lilly - Forest Laboratories - GSK - Mylan - Pfizer - Ranbaxy - Teva - Watson For more information visit http://www.researchandmarkets.com/research/6vwrrp/u_s About Research and Markets Research and Markets is the world's leading source for international market research reports and market data. We provide you with the latest data on international and regional markets, key industries, the top companies, new products and the latest trends. CONTACT: Research and Markets, Laura Wood, Senior Manager. [email protected] Fax from USA: 646-607-1907 Fax from rest of the world: +353-1-481-1716 Sector: Pharmaceuticals (http://www.researchandmarkets.com/categories.asp?cat_id=16&campaign_id=6vwrrp) ((M2 Communications disclaims all liability for information provided within M2 PressWIRE. Data supplied by named party/parties. Further information on M2 PressWIRE can be obtained at http://www.presswire.com on the world wide web. Inquiries to [email protected])). (c) 2013 M2 COMMUNICATIONS |