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Products & Services Product Launch Product Launch Excellence

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

ID: 5757


Features:

67 Info Graphics

29 Data Graphics

360+ Metrics

7 Narratives


Pages/Slides: 110


Published: 2023


Delivery Format: Online PDF Document


 

License Options:


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  • STUDY OVERVIEW
  • BENCHMARK CLASS
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Non-members: Click here to review a complimentary excerpt from “Case Study: How argenx Broke Into A Captive Market To Begin Dislodging An Entrenched Market Leader”

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

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.