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Products & Services Sales and Marketing New Product Development and Launch Planning and Coordinating Launch Thought Leader and Advocacy Development

Vectibix Case Study: How Amgen Collaborated with the Colon Cancer Alliance to Ensure Market Education

ID: 5067


Features:

Metrics, Graphics


Pages/Slides: 21


Published: Pre-2013


Delivery Format: Online PDF Document


 

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This case study reviews how Amgen interacted with a leading patient advocacy group to support Vectibix, a colorectal cancer treatment. Following one of the tenants of working with patient advocacy groups – mapping out the advocacy landscape to identify the best partner, Amgen developed a relationship with Colon Cancer Alliance that led to its support of the organization and its Web site. The relationship has helped broaden Amgen’s education of the market regarding Vectibix. The case study contains some benchmark data on advocacy collaboration and provides a timeline of the product’s development as well as background on Vectibix. A brief overview of the antineoplastic drug class, which includes Vectibix, is included with Vectibix sales data. Executives and managers can use this research to gain insights into methods in establishing relationships with patient advocacy groups to educate the marketplace.

Industries Profiled:
Biotech; Pharmaceutical


Companies Profiled:
Amgen


Study Snapshot

The data for this case study was collected utilizing secondary research. Key topics include:
  • Vectibix Background
  • Working with Advocacy Groups
  • Product Overview

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