LaunchTrends: Ibrance (Wave 1) is the first 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 Ibrance.

Questions Answered:

  • In February 2015—more than two months ahead of schedule—the FDA awarded Pfizer’s Ibrance accelerated approval in combination with letrozole for the first-line treatment of postmenopausal women with HR+/HER2- metastatic breast cancer. What is medical oncologists’ level of awareness of and familiarity with Ibrance?
  •  Ibrance is a first-in-class CDK4/6 inhibitor. What are perceived clinical advantages and disadvantages compared with other marketed agents used to treat HR-positive, HER2-negative advanced/metastatic breast cancer?
  • A common treatment for HR-positive, HER2-negative advanced/metastatic breast cancer in the first-line setting is an aromatase inhibitor. To what extent is Ibrance currently being used by surveyed medical oncologists? Where does Ibrance fit in the treatment algorithm? What reasons do nonprescribers give for not having prescribed Ibrance?
  • At one-month postlaunch, almost half of surveyed oncologists had been contacted by an Ibrance sales representative in the previous week or month. What promotional messages is Pfizer using?"


“Markets covered: United States.

Primary research: 74 medical oncologists; qualitative interviews with 10 respondents.

Indication coverage: HR-positive, HER2-negative advanced/metastatic breast cancer."

Table of contents

  • Ibrance Launch Tracking (US) Wave 1
    • 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
        • Unaided Awareness of Drugs Currently Available for the Treatment of HR+/HER2- Advanced/Metastatic Breast Cancer
        • Aided Awareness and Level of Familiarity with Ibrance
        • Aided Awareness of Ibrance Indication
        • Aided Awareness of Ibrance's Dosing Schedule
        • Awareness of Ibrance's Price
      • Familiarity with Ibrance
        • Familiarity with Drugs for the Treatment of HR+/HER2- Advanced/Metastatic Breast Cancer
        • Level of Familiarity with Ibrance Data
      • Sources of Familiarity with Ibrance
      • Initial Reaction to and Interest in Ibrance
        • Ibrance Product Profile
      • Impressions of Ibrance
        • Perception of Ibrance's Risk-Benefit Profile and Uniqueness
        • Impressions of Ibrance: Select Quotes from Qualitative Interviews
    • Ibrance Trial and Use
      • Willingness to Prescribe Ibrance
      • Number of Patients Currently Receiving Ibrance
        • Therapies Used to Treat Low-Risk Postmenopausal HR+/HER2- Advanced/Metastatic Breast Cancer
        • Therapies Used to Treat High-Risk Postmenopausal HR+/HER2- Advanced/Metastatic Breast Cancer
        • Ibrance Discontinuation Rate and Dosage Modification
        • Off-Label Use of Ibrance
        • Treatment of HR+/HER2- Advanced/Metastatic Breast Cancer: Select Quotes from Qualitative Interviews
      • Reasons for Not Yet Prescribing Ibrance
        • Reasons for Choosing Another Agent over Ibrance
      • Anticipated Ibrance Use
        • Expected Prescribing of Ibrance Among Current Nonprescribers
        • Reasons for Not Prescribing Ibrance to All Eligible HR+/HER2- Metastatic Breast Cancer Patients
        • Therapies Most Likely to Be Prescribed to High-Risk HR+/HER2- Metastatic Breast Cancer Patients in Different Treatment Settings
        • Therapies Most Likely to Be Prescribed to Low-Risk HR+/HER2- Metastatic Breast Cancer Patients in Different Treatment Settings
        • Currently Available Therapies Likely to Be Replaced by Ibrance
        • Patient Inquiries and Requests Regarding Ibrance
      • Ibrance Performance on Key Attributes
        • Ibrance Attribute Importance and Performance
        • Overall Satisfaction with Ibrance
        • Satisfaction with Ibrance's Efficacy
        • Satisfaction with Ibrance's Safety and Tolerability
        • Competitive Landscape
    • Effectiveness of Face-to-Face Detailing for Ibrance
      • Ibrance Sales Representative Frequency and Reach
        • Physician Opinion
      • Satisfaction with Ibrance Sales Representative
      • Ibrance Message Recall
        • Messages Communicated by Ibrance Sales Representatives (Aided)
    • Methodology
      • Primary Market Research Methodology
        • Significance Testing in This Study
      • Physician Demographics
    • Appendix
      • Primary Market Research
        • Importance of Attributes in Influencing Prescribing Decisions
        • Performance of Ibrance
      • Additional Information
        • Metastatic Breast Cancer Treatments (Chemotherapy)
        • Metastatic Breast Cancer Treatments (Hormonal Agents)
        • Metastatic Breast Cancer Treatments (Non-HER2-Targeted Agents)
        • Breast Cancer Market Background: Targeted Agents
        • Case Study #1: HR+/HER2- Low-Risk Postmenopausal Metastatic Breast Cancer Patient (First Line in the Metastatic Setting)
        • Case Study #2: HR+/HER2- High-Risk Postmenopausal Metastatic Breast Cancer Patient (First Line in the Metastatic Setting)
        • Managed Care Approval Process
        • Managed Care Requirements for Ibrance
        • Restrictions on Duration of Ibrance Treatment
        • Influence of Managed Care on Prescribing of Ibrance
        • Defining High-Risk Postmenopausal HR+/HER2- Metastatic Breast Cancer Patients
        • Treatment of Advanced/Metastatic, HR-Positive, HER2-Negative Breast Cancer
        • Breast Cancer Market Background
        • U.S. Development Milestones for Ibrance
        • 2015 Breast Cancer Publication Plan
        • Breast Cancer Market News
        • Objectives

Author(s): Amy Duval, M Res

Amy Duval , is a director in the oncology and biosimilars team at Decision Resources Group. Ms. Duval manages a team of analysts responsible for market research across oncology indications, and also provides client support across Decision Resources Group oncology products. Previously, Ms. Duval was a principal analyst in the oncology group, where she developed in-depth expertise in breast and ovarian cancer. Ms. Duval has worked on multiple oncology indications, including malignant melanoma, renal cell carcinoma, and lung cancer, and has worked on topics in both the major and emerging pharmaceutical markets. Ms. Duval earned her in natural sciences and in molecular and cellular biology from the University of Birmingham, where she conducted research into the epigenetics of leukemia.

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