Product
Pataday
Approval Date
December 22, 2004
Release Date
January 31, 2007
Company
Alcon
Class
Antihistamine/mast cell stabilizer
Indication
Treatment of ocular itching associated with allergicconjunctivitis.
Active Ingredient
Olopatadine HCl 0.2%; oph soln; contains benzalkoniumchloride.
Agency Roster
DraftfcbNY (Consumer)
Corbett Worldwide Healthcare Communications (Professional)
MarketingStrategy/Execution
Pataday is a successor to Patanol, the Alcon allergy eye dropwhich generated $324 million in sales in 2006. The new ophthalmologic, whosename evokes its once-a-day dosage form, is being priced higher than theincumbent. The creative has been up-market, as well, with consumer agencyDraftfcb’s “Art Gallery” TV spot drawing on Vincent VanGogh as a protagonist, with a Philip Glass-composed score. The DTC campaignalso includes print, direct-response TV and banner ads. Alcon has filed an NDAfor Patanase, a nasal spray form of olopatadine fortreating seasonal allergic rhinitis in adults and adolescents 12 and up. UPDATE: Alcon has launched a nasal spray form of olopatadine called Patanase(5/08).
The Market
| Ophthalmic anti-allergy US sales ($000s) last 5 years | |
| 2006 | $501,775 |
| 2005 | $458, 657 |
| 2004 | $415,851 |
| 2003 | $368,476 |
| 2002 | $303,824 |
| Source: IMS Health, Oct. 2007 |
|
| Top 5 ophthalmic anti-allergy | ||
| Jan.-July ’07 US sales ($000s) | % sales growth over Jan.-July ‘06 | |
| PATANOL (Alcon) | $201,799 | -8% |
| PATADAY (Alcon) | $38,609 | *** |
| OPTIVAR (MedPointe) | $31,081 | 21% |
| ELESTAT (Inspire/Allergan) | $25,392 | -5% |
| ALREX (Bausch & Lomb) | $14,548 | 12% |
| Source: IMS Health, Oct. 2007 |
||
Physician Outlook
Pataday (olopatadine 0.2%) is a new, once-a-day allergy eyedrop developed for the treatment of allergic conjunctivitis. This product isthe first with once-a-day administration—its distinguishing characteristic ispatient dosing convenience. Pataday’s other strengths (fast relief and dualmechanism of action as an antihistamine and mast cell stabilizer) are sharedwith its “older brother,” Patanol, the most widely used prescription eye dropfor allergic conjunctivitis. In a market where a range of agents are routinelyused (eye drops containing antihistamines, mast cell stabilizers,decongestants, or NSAIDs) to treat itchy eyes, patients have many choices andcost is certainly a consideration. Pataday is seen by healthcare professionalsas an improvement on existing products, but not a breakthrough; therefore itlikely will be prescribed by the same physicians who have been prescribingPatanol.
—Marite Talbergs, senior VP, GfK Strategic Marketing,October 2007
Also in the Pipeline(according to Adis R&D Insight)
Drug: R 89674
Manufacturer: Vistakon Pharmaceuticals
Indication: Allergic conjunctivitis
Active Ingredient: Alcaftadine
Phase: III
Source: Wolters Kluwer Health, Oct. 2007
Recent MM&M Coverage
Gardasiltops at annual Phame Awards
AlconLabs uses brains to test ad effectiveness
Pharmacology
Olopatadine is a relatively selective histamine H1 antagonist andan inhibitor of the release of histamine from mast cells. Decreased chemotaxisand inhibition of eosinophil activation has also been demonstrated.
Clinical Trials
In clinical trials, Pataday solution, given once a day, waseffective in the treatment of ocular itching associated with allergicconjunctivitis.
Adverse Reactions
Cold syndrome, pharyngitis, ocular effects (eg, blurredvision, burning/stinging, dry eye, foreign body sensation, hyperemia,keratitis, lid edema, pruritus), headache, asthenia, rhinitis, sinusitis, tasteperversion.
Adults and Children
<3yrs: not recommended. =3yrs: 1 drop in affected eyeonce daily.
Precautions
Contact lenses (remove; may reinsert 10 minutes afteradministration, if eye is not red). Pregnancy (Cat.C). Nursing mothers.
