While Pulmonologists and Patients Perceive Spiriva Favorably, PCP Perception is Lower...

While Pulmonologists and Patients Perceive Spiriva Favorably, PCP Perception
is Lower Than Other Leading COPD Brands

Most Influential COPD Brand Messages Are Those That Highlight Maintenance of
Daily Activities, Ease of Breathing and Reduction of Symptoms

Decision Resources Introduces New Brand Perception Series

WALTHAM, Mass., June 1 /PRNewswire/ -- Decision Resources, one of the world's
leading research and advisory firms focusing on pharmaceutical and healthcare
issues, finds that surveyed pulmonologists and patients view Boehringer
Ingelheim/Pfizer's Spiriva as the best and second-best chronic obstructive
pulmonary disease (COPD) brand, respectively. These stakeholders are satisfied
with Spiriva across efficacy, safety and delivery measures but perceive the
agent to have a slow onset of action and to be less affordable than other COPD
therapies. However, surveyed primary care physicians (PCPs) are less satisfied
with Spiriva's efficacy compared with other COPD brands, a view that places
the agent fifth among surveyed agents for these doctors.

The new report entitled Brand Perceptions in Chronic Obstructive Pulmonary
Disease also finds that surveyed physicians and patients agree that the most
influential COPD brand messages are those that highlight the maintenance of
daily activities, ease of breathing and reduction of general symptoms. While
surveyed physicians do not find messages promoting onset of action important,
surveyed patients would respond well to a message highlighting fast relief, a
finding that bodes well for AstraZeneca's Symbicort.

"Key stakeholders we surveyed also agree that GlaxoSmithKline Advair's message
'Helps significantly improve lung function for better breathing' is the most
influential brand message among COPD brands. The strong message resonance is
consistent with overall survey responses that breathing easier and symptom
alleviation are strong resonance drivers," stated Nicole Westphal, Ph.D.,
analyst at Decision Resources.

Decision Resources' new Brand Perception Series quantitatively analyzes
physician and patient brand perception and message resonance. The findings are
driven by extensive primary research and offer clients an unbiased,
comprehensive, cost-effective solution to understanding the full competitive
brand landscape.

Brand Perception Series titles for 2009 include:
-- Brand Perceptions in Chronic Obstructive Pulmonary Disease
-- Brand Perceptions in Rheumatoid Arthritis
-- Brand Perceptions in Osteoporosis
-- Brand Perceptions in HIV
-- Brand Perceptions in Multiple Sclerosis
-- Brand Perceptions in Non-Insulin Anti-Diabetics

About Decision Resources
Decision Resources (www.DecisionResources.com) is a world leader in market
research publications, advisory services and consulting designed to help
clients shape strategy, allocate resources and master their chosen markets.
Decision Resources is a Decision Resources, Inc. company.

About Decision Resources, Inc.
Decision Resources, Inc. is a cohesive portfolio of companies that offers
best-in-class, high-value information and insights on important sectors of the
healthcare industry. Clients rely on this analysis and data to make informed
decisions. Please visit Decision Resources, Inc. at
www.DecisionResourcesInc.com.

All company, brand or product names contained in this document may be
trademarks or registered trademarks of their respective holders.

For more information, contact:

Gisselle Morales Elizabeth Marshall
Decision Resources Decision Resources, Inc.
781-296-2691 781-296-2563
gmorales@dresources.com emarshall@dresources.com

SOURCE Decision Resources

Gisselle Morales, Decision Resources, +1-781-296-2691,
gmorales@dresources.com; or Elizabeth Marshall, Decision Resources, Inc.,
+1-781-296-2563, emarshall@dresources.com