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

  • Breast Cancer - Emerging Therapies - 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
            • Familiarity with Ibrance
            • W3 Level of Familiarity: Prescribers vs. Nonprescribers
            • Average Price of Ibrance per Month
          • Familiarity with Ibrance
            • Existence of Ibrance Attributes of Which Medical Oncologists Were Unaware
            • Aided Familiarity with Therapies for Treatment of HR-Positive/HER2-Negative Breast Cancer
            • Mean Aided Familiarity with Therapies for HR-Positive/HER2-Negative Breast Cancer
          • Sources of Familiarity with Ibrance
            • Initial Reaction to and Interest in Ibrance
              • Initial Reaction to Ibrance
              • Interest Level in Ibrance
              • Interviewed Medical Oncologists’ Opinions of Ibrance
            • Impressions of Ibrance
              • Ibrance Risk-Benefit Profile Balance
              • Uniqueness of Ibrance
          • 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)
                • First-, Second-, and Third-Line Treatments for High-Risk Postmenopausal HR-Positive/HER2-Negative Breast Cancer
                • Ibrance Discontinuation Rate
                • Modification of Ibrance Dosing After an Adverse Event
                • First-, Second-, and Third-Line Treatments for Low-Risk Postmenopausal HR-Positive/HER2-Negative Breast Cancer
                • Qualitative Quotes
                • Prescribing of Ibrance to Patients Outside Its Current FDA Label
                • Percentage of Off-Label Ibrance Prescriptions
                • Off-Label Ibrance-Treated Patient Populations
                • Current Treatment of HR-Positive/HER2-Negative Advanced/Metastatic Breast Cancer
                • Impact of NCCN Recommendation on Prescribing Ibrance + Faslodex
              • Reasons for Not Yet Prescribing Ibrance
                • Anticipated Ibrance Use
                  • Timeline for Prescribing Ibrance Among Nonprescribers Willing to Prescribe
                  • Patient Inquiries About Ibrance in Past Month
                  • Medical Oncologists’ Action Based on Specific Ibrance Patient Inquiries
                  • Surveyed Oncologists Who Would Prescribe Ibrance to All Eligible Patients
                  • HR-Positive/HER2-Negative Postmenopausal Breast Cancer Patients Who Would Not Receive Ibrance Prescription
                • Ibrance Performance on Key Attributes
                • Effectiveness of Face-to-Face Detailing for Ibrance
                  • Sales Representatives’ Detailing Frequency for Ibrance
                    • 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
                    • Methodology
                    • Significance Testing in This Study
                    • Report Abbreviations
                  • 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
                    • Additional Information
                      • Breast Cancer Market Background
                      • Treatment of Advanced/Metastatic, HR-Positive, HER2-Negative Breast Cancer
                      • Defining High-Risk Postmenopausal HR-Positive/HER2-Negative Metastatic Breast Cancer
                      • Postmenopausal HR+/HER2- Metastatic Breast Cancer High-Risk Patient Share
                      • Difficult and Time-Consuming
                      • Qualitative Quotes
                      • Qualitative Quotes
                      • Managed Care Requirements for Prescribing Ibrance
                      • Surveyed medical oncologists in Wave 3 report that, on average, 17% of Ibrance prescriptions have been denied by the patient’s managed care plan.
                      • Impact of Managed Care on Prescribing Ibrance
                      • Restrictions Imposed on the Duration of Ibrance Treatment by Insurance Plans
                      • Patient History
                      • First-Line Therapy Choices for a Low-Risk Metastatic HR-Positive/HER2-Negative Breast Cancer Patient
                      • Prescribe Ibrance
                      • Drivers for Starting Patient on Ibrance
                      • Barriers to Starting Patient on Ibrance
                      • Patient History
                      • First-Line Therapy Choices for a High-Risk, Metastatic HR-Positive/HER2-Negative Breast Cancer Patient
                      • Prescribe Ibrance
                      • Drivers for Starting Patient on Ibrance
                      • Barriers to Starting Patient on Ibrance
                      • Change in Therapy Choice If Positive Trial Data for Ibrance + Letrozole vs. Chemotherapy

                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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