November 2014 Edition Vol.11, Issue 11

Market Conditions that Impact New Oncology Product Uptake

Market Conditions that Impact New Oncology Product Uptake (continued)

Breast Cancer

Meanwhile, when we looked at the launches of new drugs in breast cancer we saw how the regimen type and the order of approval had an impact on the market. Perjeta (pertuzumab) and Kadcyla (ado-trastuzumab emtansine) launched within a year of one another, and both had a significant impact on the breast cancer market. Perjeta launched as a combination product with Herceptin (trastuzumab) and, as such, had a small positive impact on overall Herceptin use (Figure 2). Kadcyla, on the other hand, was approved as a subsequent therapy to Herceptin. However, we saw that Kadcyla had a negative impact on Herceptin share, stealing share largely amongst latter-line patients (Figure 2).

Melanoma

Order of entry had a real impact on share for new products in melanoma. The first BRAF inhibitor, Zelboraf (vemurafenib), achieved a share of over 60% in the first quarter after FDA approval; subsequent products such as the dabrafenib/trametinib combination showed a significantly slower uptake to peak share (Figure 3a) despite being viewed as equally effective and covering a greater range of BRAF mutations. Zelboraf had addressed a significant unmet need in this hard to treat population first, but as the unmet need fell, so did the impact of subsequent therapies.
 
 
As evidenced in melanoma, new product launches not only have an impact on the treatments within that market, but also on physician behavior, such as testing rates. Before the approval of Zelboraf, physicians had very little reason to test patients for BRAF mutations. However, when Zelboraf was approved, testing rates increased dramatically (Figure 3b.)
 

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