LaunchTrends: Ibrance (Wave 3) is the third in a series of syndicated reports designed to track physician perception, uptake, and competitive environment regarding the newly launched breast cancer drug Ibrance (Pfizer’s palbociclib). In this report, we measure the impact of this novel agent on the U.S. advanced/metastatic breast cancer therapy market following launch, based on a blend of quantitative and qualitative primary research with U.S. medical oncologists. We evaluate physicians’ current awareness and perception of Ibrance relative to other currently available therapies for hormone receptor (HR)-positive/human epidermal growth factor receptor (HER2)-negative advanced/metastatic breast cancer and their current and anticipated use of Ibrance and the promotional activity surrounding the agent.

Table of contents

  • Ibrance Launch Tracking (US) Wave 3
    • Key Findings
      • Awareness and Perceptions of Ibrance
      • Ibrance Trial and Use
      • Competitive Landscape and Ibrance Performance
    • Benchmarking Ibrance Launch Success vs. Perjeta
    • Prescriber and Nonprescriber Profiles
    • Ibrance Awareness and Perceptions
      • Unaided and Aided Awareness of Ibrance
        • Aided Awareness and Level of Familiarity with Ibrance
        • Unaided Awareness of Drugs Currently Available for the Treatment of HR-Positive/HER2-Negative Advanced/Metastatic Breast Cancer: Wave 3
        • Aided Awareness of Ibrance Indication
        • Aided Awareness of Ibrance's Dosing Schedule
        • Awareness of Ibrance's Price
      • Familiarity with Ibrance
        • Level of Familiarity with Ibrance Data
        • Familiarity with Drugs to Treat HR-Positive/HER2-Negative Advanced/Metastatic Breast Cancer: Wave 3 vs. Prior Waves
        • Familiarity with Drugs for the Treatment of HR-Positive/HER2-Negative Advanced/Metastatic Breast Cancer: Wave 3 vs. Prior Waves
      • Sources of Familiarity with Ibrance
      • Initial Reaction to and Interest in Ibrance
        • Initial Reaction to Ibrance
        • Interest Level in Ibrance
        • Ibrance Product Profile
      • Impressions of Ibrance
        • Perception of Ibrance's Risk-Benefit Profile and Uniqueness
    • Ibrance Trial and Use
      • Willingness to Prescribe Ibrance
      • Number of Patients Currently Receiving Ibrance
        • Ibrance Prescriber vs. Nonprescriber
        • Mean Number of Ibrance-Treated Patients (Among Prescribers in General Practice)
        • Therapies Used to Treat High-Risk Postmenopausal HR-Positive/HER2-Negative Advanced/Metastatic Breast Cancer
        • Ibrance Discontinuation Rate and Dosage Modification
        • Therapies Used to Treat Low-Risk Postmenopausal HR-Positive/HER2-Negative Advanced/Metastatic Breast Cancer
        • Off-Label Use of Ibrance
        • Hormonal Therapies Prescribed in Combination with Ibrance
        • Therapies Most Likely to Be Prescribed to Low-Risk HR+/HER2- Metastatic Breast Cancer Patients in Different Treatment Settings
      • Reasons for Not Yet Prescribing Ibrance
        • Nonclinical Reasons for Choosing Another Agent over Ibrance
        • Clinical Reasons for Choosing Another Agent over Ibrance
      • Anticipated Ibrance Use
        • Therapies Most Likely to Be Prescribed to High-Risk HR-Positive/HER2-Negative Metastatic Breast Cancer Patients in Different Treatment Settings
        • Expected Prescribing of Ibrance Among Current Nonprescribers
        • Patient Inquiries and Requests Regarding Ibrance
        • Reasons for Not Prescribing Ibrance to All Eligible HR-Positive/HER2-Negative Metastatic Breast Cancer Patients
        • Currently Available Therapies Likely to Be Replaced by Ibrance
      • Ibrance Performance on Key Attributes
        • Overall Satisfaction with Ibrance
        • Satisfaction with Ibrance's Efficacy
        • Satisfaction with Ibrance's Safety and Tolerability
        • Competitive Landscape
        • Ibrance Attribute Importance and Performance
    • Effectiveness of Face-to-Face Detailing for Ibrance
      • Sales Representatives' Detailing Frequency for Ibrance
        • Qualitative Quotes
        • Ibrance Sales Rep Detailing Frequency
      • Messages Communicated by Ibrance Sales Representatives (Aided)
        • Topics Discussed with the Ibrance Sales Representative
      • Ibrance Sales Representatives' Performance
        • Ibrance Sales Representative Performance
    • Methodology
      • Primary Market Research Methodology
      • Physician Demographics
        • Respondent Demographics
        • U.S. Region of Practice
        • Practice Size: Number of Medical Oncologists per Practice
        • Years in Clinical Practice
        • Number of Patients Treated per Month
        • Practice Setting* (percentage of medical oncologists)
        • Practice Location (percentage of medical oncologists)
    • Appendix
      • Primary Market Research
        • Wave 1: Importance of Attributes in Influencing Prescribing Decisions
        • Wave 2: Importance of Attributes in Influencing Prescribing Decisions
        • Wave 3: Importance of Attributes in Influencing Prescribing Decisions
        • Performance of Ibrance (Wave 1)
        • Performance of Ibrance (Wave 2)
        • Performance of Ibrance (Wave 3)
        • Wave 1: Therapies Most Likely to Be Prescribed to High-Risk HR-Positive/HER2-Negative Metastatic Breast Cancer Patients in Different Treatment Settings
        • Wave 2: Therapies Most Likely to Be Prescribed to High-Risk HR-Positive/HER2-Negative Metastatic Breast Cancer Patients in Different Treatment Settings
        • Wave 1: Therapies Most Likely to Be Prescribed to Low-Risk HR+/HER2- Metastatic Breast Cancer Patients in Different Treatment Settings
        • Wave 2: Therapies Most Likely to Be Prescribed to Low-Risk HR-Positive/HER2-Negative Metastatic Breast Cancer Patients in Different Treatment Settings
      • Additional Information
        • Background, Market News, and Objectives
        • Defining High-Risk Postmenopausal HR-Positive/HER2-Negative Metastatic Breast Cancer and High-Risk Patient Share
        • Reimbursement and Managed Care for Ibrance
        • Case Studies

Author(s): Paul Wilcock. PhD

Since October 2015, Dr. Wilcock has been a Business Insights Analyst in the oncology team at Decision Resources Group. He has experience in various indications including metastatic malignant melanoma and renal cell carcinoma, and will have a major focus on gastric cancer going forward. Previously, Dr. Wilcock was a Research Funding Manager at Cancer Research UK, where he developed a deep understanding of drug discovery, predominantly in the academic setting. He gained his doctorate from the University of Manchester where he utilized Systems Biology to explore the role of cell signaling and hypoxia in oral cancer.


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