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Products & Services Product Launch Resource Allocation

RINVOQ Case Analysis: Summoning the Right Sales Resources to Support a New Blockbuster’s Launch

ID: 5675


Features:

4 Info Graphics

8 Data Graphics

67 Metrics


Pages/Slides: 14


Published: 2021


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
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Non-members: Click here to review a complimentary excerpt from “RINVOQ Case Analysis: Summoning the Right Sales Resources to Support a New Blockbuster’s Launch”

STUDY OVERVIEW

Deploying the right field resources while introducing a new product to the market is integral to launch success.

AbbVie’s RINVOQ, along with other immunology launches, is anticipated to drive growth after its blockbuster Humira faces U.S. biosimilars in 2023. RINVOQ (upadacitinib) – a JAK (Janus kinase) inhibitor – disrupted the rheumatoid arthritis treatment landscape in less than one year after its launch in August 2019.

Best Practices, LLC undertook this analysis to examine the field resources deployed by AbbVie during the first year of the launch of RINVOQ to cover medical and field sales operations in the United States. The analysis probes the field sales and medical staff FTEs (full time equivalents) invested during RINVOQ’s launch.

KEY TOPICS

  • RINVOQ sales resources in the field
  • Medical science liaison staffing
  • Geographic distribution
  • RINVOQ field sales structure
  • Managerial span of control
  • Training and effectiveness
  • Education background and experience of field personnel

KEY METRICS
  • Number of sales staff in the US with RINVOQ duties
  • RINVOQ revenue generated per sales FTE
  • Geographic distribution of RINVOQ sales reps and field managers deployed in the US
  • Educational background of RINVOQ sales team
  • Work experience of RINVOQ’s sales team in the US
  • Number of additional sales executives to be deployed to promote RINVOQ post FDA approvals for other indications
  • Total number of Medical Affairs FTEs employed in the US to promote RINVOQ
  • Educational background of RINVOQ field-based medical team
  • Work experience of RINVOQ’s field-based medical team in the US

SAMPLE KEY FINDINGS
  • Revenue Generation: RINVOQ generated about $8.82 Million revenue per Sales FTE in 2020.
  • Educational Qualifications: RINVOQ’s sales team comprises talent from science as well as business backgrounds.

METHODOLOGY

Best Practices, LLC conducted this research using a three-step process that involved: 1) Data Mining (Job, role, and region data mining), 2) Profile and Validation (Codifying mined data and conducting validation tests to determine its accuracy), and 3) Insights and Analysis (Stratifying competitive benchmark ranges and analyzing differences).

Industries Profiled:
Pharmaceutical


Companies Profiled:
AbbVie

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.