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

STUDY OVERVIEW
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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

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

ID: 5675

Features:

Pages/Slides: 14

Published: 2021

Delivery Format: Online PDF Document

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