LaunchTrends: Ibrance (Wave 2) is the second 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 compare findings between waves of research, providing insight into changing dynamics following the launch of Ibrance. 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: Approximately 75 medical oncologists; qualitative interviews with 10 respondents.

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

Table of contents

  • Breast Cancer - Emerging Therapies - Ibrance Launch Tracking (US) Wave 2

Author(s): Amy Duval, M Res

Amy Duval M.Res., 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 B.Sc. in natural sciences and M.Res. in molecular and cellular biology from the University of Birmingham, where she conducted research into the epigenetics of leukemia.

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