KEYTRUDA’s (pembrolizumab) rise from near obscurity to blockbuster status was anything but certain. Initially discovered in a Dutch lab, this immune checkpoint inhibitor was nearly abandoned amid corporate mergers, considered a low-priority asset destined for the sidelines. But in 2010, a breakthrough publication by Bristol Myers Squibb (BMS) scientists showcasing the promising results of ipilimumab (Yervoy) and nivolumab (Opdivo) reignited Merck’s interest, sparking a remarkable turnaround.
Merck’s bold strategy involved extensive clinical trials, direct-to-consumer campaigns, strategic patient targeting, and partnerships that redefined cancer treatment, propelling KEYTRUDA from a second-to-market product to a $25 billion cornerstone of Merck’s immuno-oncology portfolio by the end of 2023. With over 48 indications and 1,600+ trials to date, KEYTRUDA has surpassed all expectations.
As Merck continues to explore new indications for KEYTRUDA, the company faces challenges from patent litigation and competitors preparing for patent expiration in 2028. This has pushed Merck to adopt innovative strategies to sustain revenue growth.
This Best Practices, LLC case study analyzes the pivotal decisions, innovative approaches, and relentless pursuit of potential that turned a nearly-shelved drug into a leader in immuno-oncology. Discover how Merck’s five-pronged framework made KEYTRUDA a global success and the lessons it offers for future product launches.