Erbitux Case Study: Using Congresses to Educate the Oncology Community

STUDY OVERVIEW

Cetuximab – marketed as “Erbitux” – won its initial US approval in 2004 and by 2006 became a blockbuster oncology product. After its approval in 2004 for colorectal cancer and in 2006 for head and neck cancer, Erbitux became a frequent subject of presentations at key scientific congresses. ImClone and partner BMS used the presentations to inform the oncology community about the clinical success of Erbitux in treating two difficult to treat cancers. Now Eli Lilly, following its 2008 acquisition of ImClone, continues to use congresses such as the American Society of Clinical Oncology to keep oncologists abreast of the therapy’s progress in studies involving other types of cancer.

KEY TOPICS

• Erbitux: Product Background
• Using Congresses and Clinical Publications to Educate the Oncology Community

• Revenue generated by Erbitux from 2004 to 2008
• Estimated revenue generation by Erbitux in 2009 and 2020
• Breakdown of the global cancer market by drug class ($m), 2007
• Antineoplastic sales forecast ($m), 2007-2013

• Erbitux has presented prominently at ASCO meetings while clinical and publishing productivity have gone hand-in-hand
  Bristol-Myers Squibb, ImClone and Eli Lilly – the three companies who have had a hand in marketing Erbitux in the U.S. – have worked hard to give Erbitux a central place in plenary sessions, meetings, abstracts and exhibits – especially at the American Society of Clinical Oncology (ASCO) meetings. Erbitux's productivity – both in clinical trials and in publication of scientific papers and abstracts – have been on display at the annual ASCO meeting.
  

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