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Products & Services Marketing Management Marketing Strategy

Soliris: Translating Groundbreaking Science into a Successful Orphan Drug

ID: PSM-342


Features:

37 Info Graphics

2 Data Graphics

21 Metrics

18 Narratives


Pages: 47


Published: 2017


Delivery Format: Shipped


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
The only FDA approved treatment for life-threatening ultra-rare disorders - paroxysmal nocturnal hemoglobinuria (PNH) and atypical hemolytic uremic syndrome (aHUS), Soliris (eculizumab) - developed by Alexion Pharmaceuticals, gained substantial benefits from its orphan drug status, clinical effectiveness and first-to-market status.


However, the breakthrough therapy encountered various challenges, most notably payer resistance to its hefty price tag and competition from upcoming biosimilars.

This case study from Best Practices, LLC reviews how Soliris achieved blockbuster orphan drug status – recording net product sales worth $2.8 billion in 2016 - through Alexion’s superior patient support programs, public relations campaigns and commercial expansion strategies. The study also reviews how Alexion is preparing to counter biosimilar competition.


Industries Profiled:
Pharmaceutical; Biopharmaceutical; Biotech


Companies Profiled:
Alexion Pharmaceuticals; Epirus Biopharmaceuticals; Amgen

Study Snapshot

Best Practices, LLC conducted extensive secondary research on Alexion’s Soliris to review successful strategies and tactics for achieving blockbuster status for orphan drugs.

Key Findings

  • Alexion Used a Four-Pronged Marketing Approach: Alexion’s field sales staff (32 in the U.S. and 30 in Europe) provide information to physicians and patients in regards to the diagnosis and clinical consequences of PNH. Also, regional account managers and oncology clinical specialists work with physicians to streamline practice protocols regarding the detection of PNH and aHUS. Once the physician decides to treat a patient with Soliris, the sales team works for one source case managers to speed the reimbursement process.

Table of Contents

I.Introductionpgs. 3-6
II.Commercialization Strategiespgs. 7-10
III.Alexion Uses Patient Support Programspgs. 11-33
IV.Path Forward For Solirispgs. 34-45
V.About Best Practices, LLCpgs. 46-47

    List of Charts & Exhibits

    • Soliris’ Efficacy in PNH and aHUS
    • Soliris’ Trajectory to Achieving Blockbuster Status – Sales Amount in Millions Each Year
    • Substantial Benefits Availed by Alexion Owing to Soliris’ Orphan Drug Status
    • Four-Pronged Marketing Approach Utilized by Alexion
    • Primary Targets for Soliris
    • Commercial Expansion – Gaining Approval in Different Regions over the Span of 8 Years
    • Alexion’s Elaborate Patient Advocacy Program across the Globe
    • Patient Support Activities and Strategies Employed
    • Alexion Model for Soliris Revolved Around 4 Critical Elements
    • Challenges Faced by Alexion’s Soliris
    • Way Forward – Tackling the Numerous Challenges