Incyte's marketing strategy for Jakafi includes a mix of direct and non-personal selling tactics designed, first and foremost, to increase awareness and education. By and large, clinicians are not too familiar with Jakafi ahead of the launch.
The launch strategy for Eylea includes a commercial team of over 125 people trained to educate retinal specialists in use of this new, more convenient option for treating macular degeneration.
This oral therapy, which treats a challenging form of epilepsy, will be marketed via a specialty sales force and a targeted marketing campaign.
Merck's latest diabetes product offers something different in the metabolics space: the only pill packing a DPP-IV inhibitor (Januvia) and, for diabetics who need its lipid-lowering ability, a statin (Zocor).
Seattle Genetics has been running professional disease-awareness advertising at medical congresses to upend a popular myth about Hodgkin's disease therapy.
With Complera's approval, Gilead finds itself in the enviable position of marketing another once-a-day HIV combo pill. Complera packages together Truvada, itself a combination of two drugs, with J&J's Edurant.
Three sales forces, including one each from Roche and its Molecular Diagnostics Business, are looking to penetrate the melanoma market for patients with BRAF mutations.
Yervoy communications will have a decidedly patient-centric tone, given the serious nature of melanoma, along with a focus on the drug's ability to maximize outcomes.
Considering infectious disease specialists are among the heaviest users of the web during patient consults, a big part of the Dificid launch strategy involves digital promotion.
Merck has teamed up with Roche to help promote Victrelis, its first-in-class hepatitis C therapy.
Vertex has put a marketing staff of 175 in the field, including a 115-strong sales force, averaging 14 years of pharma industry experience and eight years in antivirals.
The field force for Janssen Therapeutics, formerly known as Tibotec Therapeutics, is using interactive tactics to detail new anti-HIV medication Edurant to physicians.
Tradjenta was set to be promoted through a shared Lilly-Boehringer sales force, but a court order issued just after launch threatens execution.
Forest is deploying primary care and specialty care sales forces, numbering about 1,200 reps total, to promote Daliresp.
Now that women prone to pre-term labor have an FDA-approved treatment, marketing will seek to educate HCPs and Makena-eligible moms.
EMD Serono, a unit of Merck KGaA, is using journals and clinical newspapers to educate specialists during the roll-out of Egrifta.
Halaven, a breast cancer drug derived from sea sponges, is being leveraged by Eisai's existing full-scale oncology infrastructure.
More contraceptive choices. That's the message Bayer is stressing during the launch of Natazia, a novel oral contraceptive (OC) that's the first to combine a synthetic estrogen and a progestin.
Viibryd, the first and only serotonin 1A receptor partial agonist and reuptake inhibitor (SPARI), offers patients a new first-line treatment for major depressive disorder.
Sunovion, the US subsidiary of Japanese drug maker Dainippon Sumitomo Pharma Co., will market Latuda to those patients and their physicians who are interested in a new treatment option for adults with schizophrenia.
Gilenya is not only considered a major breakthrough in treating MS; it's also the first oral drug available to patients with the CNS disease, which affects roughly 400,000 in the US.
Teflaro (ceftaroline) packs a one-two punch, hailing from an antibiotic class prized for safety and efficacy while bringing expanded activity against MRSA, the most prominent drug-resistant pathogen in the hospital setting.
In September 2010, disease-awareness ads began appearing on TV prompting viewers to ask their doctors about atrial fibrillation (AFib) and to visit educational site facingafib.com.
As the first product approved to treat late-onset Pompe disease, Lumizyme addresses an unmet need, and this is just one message being stressed in marketing.
Sanofi-Aventis is using online disease awareness to educate the oncology community about its newly approved treatment for advanced prostate cancer, Jevtana.
Novo Nordisk is supporting the launch of Victoza with an aggressive marketing campaign that stresses its ability to do more than reduce blood-sugar levels.
Amgen is positioning this biologic as fulfilling a significant clinical need in the management of women with postmenopausal osteoporosis (PMO) who are at high risk for fractures.
Before the FDA approved VPRIV (velaglucerase alfa) in February, Gaucher patients had access on a preapproval basis, and access figures as one plank in an aggressive launch strategy designed to exploit vulnerabilities in the market.
Afinitor, the latest anti-cancer med to spring from Novartis' bustling oncology franchise, launched to professionals in the first half of 2009.
Auxilium launched Xiaflex about a month after US approval through a team of about 100 field sales managers and reps, reimbursement specialists and managed market account directors, plus 11 MSLs providing medical support.
Novartis' brand-new psychiatry field force began detailing Fanapt to specialists in January 2010, a mere two months following completion of its North American marketing deal with developer Vanda.
Arzerra (ofatumumab) is approved for patients with chronic lymphocytic leukemia (CLL) whose cancer is no longer being controlled by other forms of chemotherapy. The product was approved under the FDA's accelerated approval process, which allows earlier approval of drugs that meet unmet medical needs.
Istodax won US clearance in November for the treatment of cutaneous T-cell lymphoma (CTCL) in patients who have received at least one prior therapy. Gloucester has anticipated seeking approval next year for Istodax for peripheral T-cell lymphoma (PTCL), a larger market.
Delayed-release capsules for the treatment of exocrine pancreatic insufficiency (EPI) in patients with cystic fibrosis (CF) or other conditions. Zenpep is the only FDA-approved pancreatic enzyme product (PEP) that has been evaluated in clinical studies in adults and children—including children from one to 12 years old—and will offer four dosage strengths to meet the varied needs of infants, toddlers, adolescents and adults with EPI.
Acute treatment of schizophrenia in adults and acute treatment of manic or mixed episodes associated with bipolar I disorder with or without psychotic features in adults.
Livalo has attributes that will help fill current unmet needs in the statin market for clinically complex patient populations, such as the elderly, patients with diabetes or patients who take multiple medications for co-morbid conditions.
Inhalation Solution for the treatment of pulmonary arterial hypertension (PAH).
Onglyza is indicated as an adjunct to diet and exercise to improve blood sugar (glycemic) control in adults for the treatment of type 2 diabetes mellitus.
The US Food and Drug Administration approved Invega Sustenna extended-release injectable suspension for the acute and maintenance treatment of schizophrenia in adults on Friday, July 31, 2009. It is the first once-monthly, long-acting, injectable atypical antipsychotic approved in the US for this use.
For the treatment of atrial fibrillation (AF) or atrial flutter (AFL).
AMAG will be marketing and selling Feraheme in the US through its commercial organization consisting of approximately 150 seasoned professionals, including an 80-person specialized sales force, an experienced account management and reimbursement team and a contract nurse team.
This approval was based on results from the TRITON-TIMI 38 clinical trial which compared Effient with Plavix (clopidogrel bisulfate tablets, from Bristol-Myers Squibb and Sanofi-Aventis) in reducing cardiovascular events in 13,608 acute coronary patients managed with PCI.
Liquid Filled Capsules, for the treatment of mild to moderate acute pain in adults (18 years of age or older).
For the treatment of macular edema following branch retinal vein occlusion (BRVO) or central retinal vein occlusion (CRVO).
United Therapeutics will promote to healthcare professionals who treat pulmonary arterial hypertension (PAH). It will be positioned as a first line oral agency for the treatment of PAH.
Samsca is an oral selective vasopressin antagonist for the treatment of patients with clinically significant hypervolemic and euvolemic hyponatremia including patients with heart failure, cirrhosis and the syndrome of inappropriate anti-diuretic hormone (SIADH).
The efficacy and safety of Simponi have been evaluated in one of the most comprehensive clinical development programs for an anti-TNF-alpha therapy, which included simultaneous studies in rheumatoid arthritis, psoriatic arthritis and ankylosing spondylitis.
Savella will be marketed directly to physicians via sales reps and professional journals. It will be positioned as a first line treatment for fibromyalgia.
Takeda has a lot of experience marketing PPIs with lansoprazole (Prevacid).
Symbyax is now the first drug approved by the FDA for the acute treatment of treatment-resistant depression (TRD).
IXIARO will be positioned as the "safe and effective prevention of Japanese Encephalitis, protecting travelers from an unpredictable and potentially devastating illness".
Epiduo Gel 0.1% / 2.5% is the first and only topical acne medication that combines a retinoid and benzoyl peroxide—and targets three out of the four causes of acne in a single product.
Experts recognize that managing serum uric acid (SUA) to a target level of less than 6.0 mg/dL is the key to managing hyperuricemia in patients with gout.
Vectical Ointment 3 mcg/g is the only topical vitamin D3 ointment of its kind now available in the United States for treating mild-to-moderate plaque psoriasis in adults 18 years and older.
A proprietary water-soluble prodrug of propofol that, after intravenous injection, is converted by alkaline phosphatase enzymes in the body into propofol.
The first and only treatment of acute bleeding episodes in patients with congenital fibrinogen deficiency, including afibrinogenemia and hypofibrinogenemia.
This represents the first and only approved peginterferon in combination with ribavirin for treating pediatric hepatitis C.
TriLipix will be marketed for use in combination with a statin along with diet to lower triglycerides and LDL (bad) cholesterol, and increase HDL (good) cholesterol in adults.
Awareness of Moxatag will be raised through physicians, pharmacists, managed care and other key stakeholders.
Once-daily Toviaz can significantly reduce the number of urge urinary incontinence episodes and the frequency of urination over 24 hours, symptoms of over-active bladder (OAB) that can significantly impact patients' lives.
Banzel is a triazole derivative that is structurally unrelated to currently marketed AEDs. It is believed to exert its effect by regulating the activity of sodium channels in the brain which carry excessive electrical charges that may cause seizures.
Vimpat is supplied as a tablet designed for oral administration or as a solution designed for intravenous administration.
GSK is launching Promacta Cares, a single source of information, education and support for healthcare professionals and patients.
Amgen is committed to ensuring the appropriate use of Nplate, and has launched the Nplate NEXUS Program, a multi-faceted program designed to provide comprehensive access, support and education for chronic ITP patients, their caregivers and healthcare providers.
Akten is suited for ophthalmic procedures in both hospital and office based surgical settings such as cataract surgery, refractive surgery, Lasik surgery, and intravitreal injection.
Xyntha represents the first new therapeutic option introduced to the hemophilia community since 2003.
Cleviprex, a novel IV antihypertensive, represents an advancement over currently available therapies.
Pentacel, a new pediatric combination vaccine from Sanofi Pasteur, the vaccines division of the Sanofi Aventis Group, was licensed by the FDA on June 23, 2008.
FUSILEV(TM) is indicated after high-dose methotrexate therapy in patients with osteosarcoma, and to diminish the toxicity and counteract the effects of impaired methotrexate elimination or inadvertent overdose of folic acid antagonists.
restwick Pharmaceuticals, which owns the North American commercial rights to Xenazine, is seeding the market in preparation for the orphan drug's US launch, which is expected by year end.
NovoNordisk's PrandiMet will be sold by diabetes reps from Sciele Pharma, who already carries one half of the combo pill in their bags.
"One less ouch" is the tag line for this new pediatric booster vaccine from GlaxoSmithKline.
Alcon, which has staked out a position in treating ocular allergies, hopes Patanase extends the franchise beyond eyes.
The Omnaris brand of ciclesonide, a nasal spray, follows on the heels of another ciclesonide product that Sepracor launched earlier this year—inhaled corticosteroid Alvesco.
Adolor/GlaxoSmithKline's Entereg finally received approval for post-operative ileus (POI), but safety concerns have put a more lucrative potential indication, opioid-induced bowel dysfunction (OBD), out of reach.
Call it opioid-induced constipation (OIC) or, if you prefer, opioid-induced bowel dysfunction (OBD); the condition that often results in patients who are taking opioids to manage late-stage illness could turn out to be a small but lucrative market.
"You just may find relief in a mist," tout marketers of this hot-flash spray, evoking a tagline they hope will differentiate Evamist among the array of patches, lotion, gels and pills available for the symptoms of menopause.
Treximet combines the active ingredient in GlaxoSmithKline's Imitrex with the NSAID naproxen in a pill designed to target multiple mechanisms of migraine.
Cimzia, a new treatment for Crohn's disease from UCB, has entered a crowded field but could have a sizeable patient potential despite the competition.
Lexiscan represents a new option for patients who need pharmacologic stress agents for myocardial perfusion imaging (MPI) studies.
TopoTarget USA 's sales force of 10 specialty reps has been promoting Totect to oncology nurses and physicians since the product's launch last year.
Rotarix is late to a market dominated by another, but the GlaxoSmithKline vaccine for preventing the rotavirus in infants may have a leg up.
Liquadd is a new formulation of dextroamphetamine, one of the most frequently prescribed molecules for the treatment of ADHD.
Triesence is one of the drugs that recently prompted Novartis to plunk down $11 billion for a minority, and possibly larger, stake in eyecare firm Alcon.
Cephalon has been conducting traditional pre-launch activities for Treanda, the first new therapy approved for the treatment of chronic lymphocytic leukemia (CLL) since 2001.
Ibudone's rollout appears to be in line with most branded generic products.
Arcalyst is approved for an orphan disease whose US incidence rate is one-in-a-million patients.
The first fixed-dose combination involving Novartis' first-in-class oral renin inhibitor, Tekturna with hydrochlorothiazide (HCT) was approved in the US in January 2008.
Fosteum, a prescription medical food product, is being positioned to fill a niche that small-molecule drugs may not.
In the race to combine niacin with a generic version of Merck's off-patent statin simvastatin, Abbott appears to have pole position.
Recothrom Thrombin is ZymoGenetics' first commercial product, and the firm is pulling out all the stops.
With the lapse of patent protection for Voltaren in many key markets, Novartis is taking the usual route to extending product life cycle—new formulations.
Intelence is the first agent in its class to show antiviral activity in patients who have developed resistance to an NNRTI.
Calomist is the first and only FDA-approved, once-daily vitamin B12 nasal spray for patients with vitamin B12 deficiency.
Tasigna was recently approved for the management of chronic myeloid leukemia (CML) in patients resistant to or intolerant of the standard first-line therapy Gleevec (imatinib, Novartis).
Catechin, a substance derived from green tea, comprises the active ingredient in Bradley's Veregen.
BioMarin is taking a focused approach to marketing Kuvan, the first and only FDA-approved product to treat phenylketonuria (PKU), a rare genetic condition.
Isentress is the first in a new class of antiretrovirals that inhibits integrase, an enzyme which is vital to the HIV replication process.
Doribax was launched in November as a single-agent, injectable treatment for complicated intra-abdominal and complicated urinary tract infections.
Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.