Navigating the New Pharmaceutical Product Marketplace: Launch Lessons from Sovaldi
CHAPEL HILL, N.C., July 17, 2015 /PRNewswire/ -- The hepatitis C treatment Sovaldi had all the marketplace ingredients for blockbuster status when it was approved by the FDA in December 2013.
The first all-oral hepatitis C treatment, Sovaldi's elevated cure rate, its short dosing period, and the promise of less severe side effects for many hepatitis C patients propelled the drug to $2.3 billion in its first quarter on the market. But while its safety and efficacy profile attracted tens of thousands of patients, Sovaldi's price tag of $84,000 was not met with open arms by private and public payers.
Clearly, Gilead Sciences had to create and execute a launch plan that would ensure Sovaldi found a place on payers' formularies, was accessible for those lacking coverage/resources and dominated the competition.
To explain how Gilead navigated the sometimes treacherous launch landscape, Best Practices, LLC published a comprehensive study, "Launching a Specialty-Care Blockbuster Franchise in Hepatitis C: How Sovaldi & Harvoni Rewrote New Product Launch History."
This extensive case study reviews:
- The prevalence of Hep C and the distribution of patients geographically and by genotype
- How Sovaldi advanced Hep C therapies from treatments to a cure
- Key factors behind Sovaldi's historic launch
- Sovaldi's pricing war - how payers battled the high cost and Gilead justified it
- How Gilead fought off predatory patent challenges
- The entrance of Harvoni, Gilead's next generation Hep C treatment that did not require interferon and ribavirin
Best Practices, LLC, created this case study to help launch leaders better understand the elements that must be present for a new product to succeed in the marketplace. The study also includes a nine-step analysis of key tactics/strategies for a new product launch.
To learn more about this report, download a complimentary report excerpt at http://www3.best-in-class.com/rr1365.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.