Historical case studies provide evidence that a new drug’s Clinical Innovation (the magnitude of its improvement relative to the standard of care) strongly influences the patient share it achieves. Case studies for recently launched and developmental drugs contain our predictions of their commercial outlooks.Here is our rule of thumb for how a drug’s Clinical Innovation Score affects its ability to compete for patient share: Non-Oncology Case Studies
Oncology Case Studies
Even though oncology is a unique therapeutic area, the level of Clinical Innovation offered by an oncology drug also affects its ability to compete for patient share. The figure below compares a few historical examples of the Clinical Innovation of oncology agents targeted to specific patient segments – the share of patients achieved is strongly correlated with these Clinical Innovation results.
Clinical Innovation Achieved in Launched Oncology Products
- Zytiga has high Clinical Innovation, and it rapidly attained dominant share in first line prostate cancer.
- Kyprolis’s high Clinical Innovation score helps explain its fast-rising sales in an established market.
- Avastin has been very successful in first line CRC, but not in NSCLC, and never achieved a label in first line pancreatic cancer.
- Zaltrap’s negative Clinical Innovation explains why it has failed to achieve traction in second line CRC
Oncology Case Studies: