Onglyza Case Study: Lack of Differentiation Mutes a Launch

STUDY OVERVIEW

Onglyza, a DPP-4 inhibitor class of anti-diabetes drug, was the second DPP-4 to the market behind the blockbuster Januvia. Its development partners, Bristol-Myers Squibb and AstraZeneca, expected the oral therapy to win enough share from Januvia to become a blockbuster itself. However, the similarities between the two DPP-4 inhibitors were so striking on critical factors - safety, efficacy, convenience and price - that there was no clear differentiation for prescribers, patients and payers. Marketing missteps exacerbated the situation and the end result for Onglyza was a muted launch for a promising product.

Best Practices, LLC created this case study to illustrate the challenges of differentiating similar products in a competitive marketplace and to highlight the critical nature of positioning in a new product launch. Launch leaders can use this study to better understand and avoid the launch pitfalls that can mar the market entry of products facing a crowded market.

KEY TOPICS

• Insights from Onglyza’s Launch
• Initial Product Profile Promised a Clear Path to Market
• A Launch and Slow Uptake
• Onglyza Lacked a Clear Differentiation Message
• Onglyza Didn’t Win Over Payers
• Onglyza Tripped up by Marketing Missteps

• Safety: Be aware of differences in safety and side effects between therapies and look for any area that can be highlighted in physician and patient education. Consider dosing, sub-populations, meta-analyses, and primary/secondary benefits.

• Reach out to KOLs Early to Find Champions: In a crowded marketplace, it is critical to have KOLs who believe in your product and who will stand up and recommend it to colleagues.

Insights were drawn from extensive secondary research and interviews with launch leaders in both marketing and strategy at a Top 10 pharma company.

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