Case Study: Accelerating Launch Success through Improved Diagnosis of Rare Diseases

STUDY OVERVIEW
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Non-members: Click here to review a complimentary excerpt from “Accelerating Launch Success through Improved Diagnosis of Rare Diseases: How Vyndamax/Vyndaqel created a blockbuster through faster, easier and more frequent diagnosis of ATTR-CM”

STUDY OVERVIEW

As the first and only medicines approved by the FDA to treat rare disease - ATTR-CM, Vyndamax and Vyndaqel entered the market with powerful outcomes showing improved survival and patient function with lower hospitalizations.

However, considering that ATTR-CM is often difficult to diagnose, Pfizer realized that efficacy alone wasn’t enough to get the much-needed traction for Vyndamax/Vyndaqel launch.

So Pfizer set out to educate the market and aid in early diagnosis of ATTR-CM to uncover a massive growth opportunity. The awareness and diagnosis campaigns helped produce a 683% increase in diagnosed patients, turning a specialty care medicine for a rare condition into an unexpected blockbuster.

Best Practices, LLC produced this case study to uncover the winning strategies and tactics used by Pfizer to create a blockbuster launch for Vyndamax/Vyndaqel through faster and improved diagnosis of rare disease, ATTR-CM.

KEY TOPICS

Difficult Diagnosis of Specialty Conditions Can Mask Market Opportunity
Pfizer Addressed an Unmet Market Need and Helped Double Correct Diagnosis along the Way
How Pfizer Doubled the Market through Faster, Easier, and More Frequent Diagnosis
Using Patient Education and Advocacy to Support Better Awareness and Earlier Interventions
Pfizer Expanded the Market while Increasing the Correct Diagnosis Rate from Less than 1% to 24% within 2 Years
Nurture the Health Ecosystem for Faster Diagnosis and Better Care
Lessons Learned and Winning Strategies from Vyndaqel / Vyndamax’s Successful Market Entry

SAMPLE KEY FINDINGS

Earlier is Also Better: Pfizer developed its “Suspect & Detect” campaign integrating red flag symptoms and expert recommendations to help earlier identification and intervention of ATTR-CM.

Digital Leverage: The revolution in digital communications helped Vyndaqel extend education through video, downloads, interactive exercises, tools, and programs delivered faster and at lower cost.

METHODOLOGY

This case study was created using multiple secondary research sources.

Industries Profiled:
Pharmaceutical; Biotech; Health Care

Companies Profiled:
Pfizer

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Accelerating Launch Success through Improved Diagnosis of Rare Diseases: How Vyndamax/Vyndaqel created a blockbuster through faster, easier and more frequent diagnosis of ATTR-CM

ID: 5702

Features:

Pages/Slides: 47

Published: 2021

Delivery Format: Online PDF Document

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