Case Study: Uncover How Merck’s Five-Pronged Framework Catapulted KEYTRUDA to Global Success and the Strategic Lessons for Future Product Launches
CHAPEL HILL, N.C., Sep. 04, 2024/ -- Despite being a second-to-market entrant in the highly competitive immuno-oncology landscape, KEYTRUDA rapidly ascended to become a dominant force, rewriting the rules of the game.
Initially discovered in a Dutch laboratory and nearly abandoned during corporate mergers, KEYTRUDA’s journey is a testament to the power of strategic revival. Inspired by a breakthrough publication from Bristol Myers Squibb, Merck reignited the development of this immune checkpoint inhibitor, leading to one of the most remarkable turnarounds in pharmaceutical history.
Pharma leaders can glean invaluable insights from KEYTRUDA's meteoric rise:
- Broad Clinical Program Validates Efficacy: Merck’s expansive clinical program, encompassing over 1,600 trials, built a formidable "wall of data" that solidified KEYTRUDA’s efficacy as a monotherapy and in combination therapies across a wide spectrum of cancers and treatment settings.
- DTC Evolution: Merck’s Direct-to-Consumer (DTC) campaigns strategically targeted both healthcare professionals (HCPs) and patients, educating the market on biomarkers, patient experiences, and the evolving landscape of immuno-oncology.
The 74-page case study, “KEYTRUDA Case Study: How Merck Used Bold Indications Planning Coupled with Expansive Clinical Trials to Lift a Second-to-Market Product into the Annals of Blockbuster Launch History,” meticulously examines the critical decisions, innovative strategies, and relentless pursuit of potential that propelled a nearly shelved drug into a leading position in the immuno-oncology market.
Key topics addressed in this case study:
- KEYTRUDA’s Journey: Transforming a second-to-market checkpoint inhibitor into an immuno-oncology market leader through a long-term clinical strategy.
- Market Entry: Navigating the competitive oncology landscape with a five-pronged framework for success.
- Clinical Insight and Innovation: The bold clinical strategy behind KEYTRUDA’s 1,600 trials and 48 indications by 2024.
- Sales Growth: A 51% compound annual growth rate (CAGR) that shaped KEYTRUDA’s blockbuster sales trajectory.
- Strategic Partnerships: Leveraging partnerships to extend reach and share funding.
- DTC Campaigns: Empowering disease education and showcasing KEYTRUDA’s impact across multiple cancer types through direct-to-consumer advertising.
- Patient Services: Enhancing access, reimbursement, and patient support programs.
- Development Pipeline: Ongoing planning for new indications and expanded uses of KEYTRUDA.
- Legal Challenges: Navigating patent litigation and preparing for future competition as patent expiration looms.
- Lessons and Winning Strategies: Key takeaways from KEYTRUDA’s success story.
To learn more about this case sudy, download a complimentary report excerpt at
https://www.best-in-class.com/rw350.htm
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