The Real Launch Numbers: Revenues,
Patients, NBRx Rates and More
Recently innovative brands outpaced competition by 3x.
Some advice on how they can maintain that lead.
By William McClellan, Center of Excellence Leader, Launch Excellence,
The uS biopharmaceutical industry is the most R&D-intensive industry in the
uS economy, and its investment in R&D as a percentage of sales is roughly six
times greater than that of all other manufacturing industries. Consequently, over
the past 20 years, 667 New Active Substances (NASs) have successfully been
discovered, developed, and authorized for use within the uS—58% of which have
been specialist initiated.
Specialty products came onto the scene in dramatic
fashion in 2010—as the US economy was pulling itself
out of the Great Recession of 2008—and they have
delivered strong growth in the years since. Yet, their
success has had some unintended and potentially
long-lasting consequences for the economics of our
health system. Unable to absorb the full cost of specialty products and still meet the needs of the majority
of their populations, payers have driven the cost down
in contract negotiations and aggressively managed
Will specialty brands, which have contributed so
much to patient health, be able to retain their value
in the marketplace? Will innovation continue to be
rewarded to the extent necessary to perpetuate it?
THE EMERGENCE OF SPECIALTY BRANDS
The first few years of the 21st century were productive
and promising for the US pharmaceutical industry,
which was dominated by primary care brands. In any
given year from 2000 to 2006, newly launched pharmaceutical products generated between $3 billion