In professional sports it is rare for a new franchise to win a championship right away. Not so much these days in pharma. Four members of the launch class of 2018 led their entire categories in sales by the following year
The members of the launch class of 2017 wasted no time in passing more established competitors.
During the year following the launch of a new product, a good commercial operations team should accumulate an abundance of helpful sales-related data. Analyzed properly, that data can help executives make better decisions and improve the product’s chances for long-term success. The challenge is: Where to start? How can the commercial team use sales data to better target physicians and better direct the sales force?
The top performers of the launch class of 2016 have very little in common – aside from the fact that none of them came from a “classic” big pharma house.
Just like 2016 and the year before, specialty drugs dominate the 2017 list of top performers in the most recent first year after launch class.
Med Ad News asked Adrienne Morgan and Geetiksa Prasad, the account and copy leads for Ibrance at H4B Chelsea, about their agency’s work with Pfizer’s star breast cancer brand.
The good news … is that innovation is addressing diseases with high-unmet need such as oncology, autoimmune diseases, and central nervous system (CNS) disorders. But, there is a complicating factor in the economic story: the patient population benefiting from launch brands is becoming smaller.
A listing of the the new molecular entities launched in the United States during 2015 that generated 2016 sales of at least $200 million