argenx Case Study: How to Break Into A Captive Market To Begin Dislodging An Entrenched Market Leader

STUDY OVERVIEW
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STUDY OVERVIEW

The new method-of-action treatment, VYVGART – argenx’s first product – marked its entry in the generalized Myasthenia Gravis (gMG) market in 2022. During this time, rival manufacturer Alexion had long since established a leading market position with its rare disease franchise of Soliris and Ultomiris.

argenx not only planned on competing with an entrenched market leader but also had plans to establish its own rare disease franchise, with up to 16 indications in development. Through active external partnerships; early funding; value-based contracting and competitive pricing strategies; and patient education, access and support initiatives, argenx broke into the captive gMG market.

This Best Practices, LLC case study utilizes an eight-point framework to examine VYVGART’s development, launch, and market entry strategies and execution. The study probes diverse operating factors from clinical trial design, partnerships, and financing to market access, patient and commercial strategies.

KEY TOPICS

argenx conceives gMG market-entry with VYVGART as a first step in franchise building
argenx actively engaged with external partnerships to develop and commercialize VYVGART
Securing investment for argenx growth and VYVGART commercialization
argenx uses competitive pricing strategies to compete with other drugs already treating gMG
VYVGART entered the gMG market matching and extending the patient education, access and support levels established by SOLIRIS / ULTOMIRIS
VYVGART’s global market access strategies
VYVGART staffing analysis: Examining the talent and resources to compete in the gMG market
Competitor analysis: How Alexion started the predecessor rare disease franchise which VYVGART would challenge
Competitor analysis: Patient education and support become the platform to support SOLIRIS growth and adherence in rare disease
ULTOMIRIS – successor to SOLIRIS – was introduced to protect and extend Alexion / AstraZeneca's rare disease franchise

KEY METRICS

argenx funding timeline
Total funding pool
Burn rate
Competitor pricing
Unit cost per dose analysis
VYVGART sales and MSL staffing; Revenue per sales FTE and revenue per MSL
Field span of control at argenx

SAMPLE KEY FINDINGS

Winning Formula: VYVGART matched the market leader on patient support, presented higher efficacy data, and offered annual treatment pricing 51% below the leader.
Partnerships: Argenx used multiple partnerships to extend its development expertise, financial resources, technology, academic research, and global reach.

METHODOLOGY

Best Practices, LLC conducted extensive secondary research using an eight-point framework to investigate VYVGART’s development, launch, and market entry strategies and execution.

Industries Profiled:
Biotech; Pharmaceutical

Companies Profiled:
argenx; Alexion Pharmaceuticals; AstraZeneca

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Case Study: How argenx Broke Into A Captive Market To Begin Dislodging An Entrenched Market Leader

ID: 5757

Features:

Pages/Slides: 110

Published: 2023

Delivery Format: Online PDF Document

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