Skyrizi Case Study: How Compressing Cycle Time from Launch to DTC Helps Support Sales Uptake of a Rising New Blockbuster Product

When it comes to direct-to-consumer advertising in an industry governed by stringent regulatory guidelines, many drug manufacturers embrace self-restraint to avoid stern moratoriums or newer FDA rules. Therefore, many organizations exercise caution while timing the first TV ad campaign for a new indication since its launch.

In 2019 in a unique move, Abbvie compressed the cycle time from launch to DTC for Skyrizi, the new successor to its own market-leader Humira in the plaque psoriasis therapeutic area. This move resulted in $48 million in sales after just two months on the market, beating Abbvie’s own expectations.

This case study examines how compressing cycle time from launch to DTC helped AbbVie uplift sales uptake of Skyrizi, the rising new blockbuster product in the plaque psoriasis therapeutic area. It also looks at the complementary digital campaign launched by Skyrizi aimed at increasing awareness for patients dissatisfied with their current treatment regime.

KEY TOPICS

• AbbVie’s positioning and differentiation strategies for Skyrizi
• FDA regulatory rules covering DTC advertising
• Skyrizi’s DTC and digital campaigns
• Skyrizi sales

• Peak year sales forecast for Skyrizi
• Total DTC spending in the US market from 1996 to 2005
• Estimated revenue spend on Skyrizi DTC ads in USD
• Skyrizi’s global and U.S. sales in USD

This study was developed using secondary research.

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