Skyrizi Case Study: Developing Early Comparative Effectiveness and Outcomes Studies to Lift Launch Uptake Curve & Accelerate Planned Obsolescence of AbbVie’s Own Blockbuster

While most drug manufacturers focus on extending the commercial life of their mega brands upon loss of patent exclusivity, AbbVie adopted an innovative strategy to replace its own $20 billion blockbuster immunology franchise with multiple products stronger in each indication.

With AbbVie’s Humira approaching the end of its patent exclusivity in 2023, AbbVie began executing its “planned obsolescence” strategy much earlier to replace Humira with an array of superior immunology drugs. Skyrizi initiated AbbVie’s franchise replacement strategy targeting Humira’s plaque psoriasis indication where it demonstrated superiority with its early comparative effectiveness and outcomes studies.

This case study reviews how AbbVie used early comparative effectiveness and outcomes to lift Skyrizi’s launch uptake curve and accelerate planned obsolescence of its own blockbuster Humira. It also examines AbbVie’s long term strategy targeting additional indications using comparative effectiveness and outcomes to further expand its immunology portfolio.

KEY TOPICS

• AbbVie’s Lifecycle Strategy for its Immunology Franchise
• Humira’s Planned Obsolescence
• Skyrizi’s Comparative Effectiveness Dimension
• Portfolio Approach to Clinical Trials
• Long Term Strategy to Extend Skyrizi’s Market Foothold
• Franchise Strategy

• Timeline of Skyrizi
• Number of comparator studies conducted across regions and indications to evidence Skyrizi’s effectiveness
• Skyrizi’s test results in treating psoriasis against 5 competitor drugs at week 16
• Global Skyrizi sales
• Skyrizi’s test results in treating additional indications using comparative effectiveness
• Additional comparator and outcomes studies

• Go Head To Head With Market Leaders: Motivated by Humira’s upcoming patent expiration, Skyrizi developed comparator studies head to head against Humira and other market leaders as part of its launch strategy.

This study was developed using extensive secondary research.

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