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New Study Examines Success Lessons of Sovaldi's and Harvoni's Blockbuster Launches

CHAPEL HILL, N.C., May 1, 2015 /PRNewswire/ -- The breakthrough hepatitis C treatment, Sovaldi faced backlash from payers for its high price but manufacturer Gilead Sciences overcame initial market resistance through its patient support programs, strategic worldwide pricing, and effective public relations campaigns.

Sovaldi's high cure rate, short dosing period, and promise of less severe side effects propelled the drug to $2.3 billion in sales during the first quarter of 2014, the therapy's first quarter on the market. But Sovaldi's price tag of $84,000 was not met with the same enthusiasm.

To counter the pricing challenges, Gilead created and executed a launch plan that ensured Sovaldi found a place on payers' formularies, was accessible for those lacking coverage/resources and dominated the competition.

To preserve lessons from the fastest drug launch in pharma history, research and consulting leader Best Practices, LLC published a case study, "Launching A Specialty-Care Blockbuster Franchise in Hepatitis C: How Sovaldi & Harvoni Rewrote New Product Launch History."

The study presents information and insights around the hepatitis C market and Gilead's launch strategies and tactics. The study includes chapters on:
  • Advancing Hep C therapies from treatments to a cure
  • Key factors behind Sovaldi's historic launch
  • Pricing war - how payers battled the high cost and Gilead justified it
  • Fighting off predatory patent challenges
  • Entrance of Harvoni, Gilead's next generation Hep C treatment

The Sovaldi case study is one of more than two dozen drug case studies included in the Best Practice Database, which also contains thousands of studies on a wide array of topics. The Best Practice Database is a research, analysis and decision-support service for professionals across industries and functions such as marketing, medical affairs, sales, operations, HR, R&D and customer service. The online database delivers fast and reliable access to performance benchmarks and best practice research findings from leading global companies, with a specialty in the Pharmaceutical, Biotech, Medical Device and Healthcare industries.

To learn more about the Sovaldi study, download a complimentary summary at http://www.best-in-class.com/dr359.htm.

For related research, visit our Best Practices, LLC Web site at www.best-in-class.com/.

ABOUT BEST PRACTICES, LLC

Best Practices, LLC is a leading benchmarking and advisory services firm serving pharmaceutical and medical device companies worldwide. Best Practices, LLC's clients include all the top 10 and most of the top 50 pharmaceutical companies. The firm conducts primary research and uses its comprehensive benchmarking tools and executives interviews to form the basis for our Benchmarking Reports and advisory services utilized by top executives. Best Practices, LLC believes in the profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies.

 
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