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» Products & Services » » Product Launch » Product Launch Excellence

Patent Protection: How AbbVie Builds Patent Fences to Extend Brand Life and Safeguard HUMIRA and Its Immunology Franchise

ID: PSM-371


Features:

25 Info Graphics

10 Data Graphics

130+ Metrics

6 Narratives


Pages: 45


Published: 2020


Delivery Format: Shipped


 

License Options:
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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
When Abbott received US FDA approval for marketing D2E7 (renamed HUMIRA) for the treatment of rheumatoid arthritis in 2002, it adopted an integrated patent strategy to maximize its period of market exclusivity and add exceptional value to its immunology franchise.

While AbbVie’s initial patent strategy protected HUMIRA’s core standing in rheumatoid arthritis, the company also added 200+ patents to extend and defend market exclusivity against competitors - ultimately generating some $78 billion in additional sales value.

This Best Practices, LLC case study examines how HUMIRA used patent innovations as a source of competitive advantage to add value to its clinical assets and commercial operations. The case study highlights the lessons learned and winning strategies revealed in HUMIRA’s journey to achieving legendary blockbuster status.

Industries Profiled:
Pharmaceutical


Companies Profiled:
Abbott Laboratories; AbbVie; BASF Pharma; Knoll AG

Study Snapshot

Best Practices, LLC conducted extensive secondary research to review how HUMIRA used patent innovations as a source of competitive advantage to add value to its clinical assets and commercial operations.

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

  • Extending Brand Life: Systematic use of patents has extended HUMIRA’s exclusivity period in the US market by more than 50%.
  • Patent Trees: AbbVie’s initial patent strategy protected HUMIRA’s core standing in RA; then it added +200 patents to extend, defend and block other competitors.

Table of Contents

Sr. No.
Topic
Slide No.
I.
Executive Summary: How HUMIRA Forged a Powerful New Source of ValuePg. 3
II.
HUMIRA: History of a Blockbuster that Used Legal Innovations to Add Exceptional Value to the FranchisePg. 5
III.
Patent Objectives: How Patents Incent Innovation Through Protection from CompetitionPg. 9
IV.
Patent Skills, Tactics and Strategies: How HUMIRA Extended Franchise Life and Added $78 Billion in Additional Sales ValuePg. 16
V.
HUMIRA’s Success has Also Become a Lightning Rod for CriticismPg. 33
VI.
HUMIRA Compared to Competitors in Use of Patent ThicketsPg. 40
VII.
Lessons Learned and Winning StrategiesPg. 43
VIII.
About Best Practices LLCPg. 45

    List of Charts & Exhibits

    I. Executive Summary: How HUMIRA Forged a Powerful New Source of Value

    • Summary of key insights

    II. HUMIRA: History of a Blockbuster that Used Legal Innovations to Add Exceptional Value to the Franchise

    • Revenue generated by HUMIRA ($ million) from launch till date and its blockbuster journey
    • Start of HUMIRA’s birth story as rheumatoid arthritis treatment
    • HUMIRA’s creative patents and strategies

    III. Patent Objectives: How Patents Incent Innovation Through Protection from Competition

    • HUMIRA’s patent focus areas, and U.S. patent laws specification
    • Patent evolution from 1421 to 1980
    • Categories of patents
    • Patent requirements
    • Patentable and non-patentable ideas
    • HUMIRA’s patent trees

    IV. Patent Skills, Tactics and Strategies: How HUMIRA Extended Franchise Life and Added $78 Billion in Additional Sales Value

    • Summary themes and lessons learned from HUMIRA’s agile patent strategies
    • HUMIRA’s indications in the US market
    • HUMIRA’s patent scenario
    • AbbVie’s long-term strategy
    • HUMIRA’s patent clusters
    • Cornerstone strategy to block competitors entering HUMIRA’s micro markets
    • Process and purification patents
    • HUMIRA’s FDA approved TA-treatment patents across all fronts to defend and extend market leadership
    • AbbVie’s series of patents for its ‘anti-TNFá antibody formulations
    • Defending delivery IP
    • AbbVie’s offensive and defensive patent tactics
    • AbbVie’s innovative patent extension strategies
    • AbbVie’s coopetition strategy
    • AbbVie’s IP feathering to safeguard HUMIRA’s market leadership
    • Cost of obtaining patents and generated return of investment
    • HUMIRA’s success formula for creating a winning dynasty in immunology

    V. HUMIRA’s Success has Also Become a Lightning Rod for Criticism

    • Summary themes and lessons learned from HUMIRA’s agile patent strategies
    • Controversy surrounding AbbVie’s innovative use of patent defenses
    • Patent thickets
    • Region-wise revenue generated by HUMIRA (USD billion)
    • AbbVie’s US vs. EU patent applications
    • US public burden due to increase in HUMIRA’s pricing

    VI. HUMIRA Compared to Competitors in Use of Patent Thickets

    • Drugs with 100+ patent applications and HUMIRA’s comparison
    • Drugs with more than 50% increase in prices and HUMIRA’s comparison

    VII. Lessons Learned and Winning Strategies

    • Take aways from HUMIRA’s IP patent successes