Ulcerative Colitis | Emerging Therapies | Xeljanz (Tofacitinib) | US | Wave 2 | 2019

Market Outlook

Pfizer’s Xeljanz is the first-in-class Jak inhibitor approved for ulcerative colitis (UC) in the United States and the first targeted oral therapy to launch for moderate to severe UC. Not only does Xeljanz provide a novel mechanism of action for the treatment of UC, but, as an oral therapy, it also has a notable delivery advantage compared with the biologics and will help fulfill a key unmet need. However, tumor necrosis factor-alpha (TNF-ɑ) inhibitors’ entrenched position could pose a formidable barrier to Xeljanz’s uptake; indeed, its positioning in the treatment algorithm is yet to be determined. The Ulcerative Colitis Emerging Therapy series tracks the awareness, trial, and use of Xeljanz for UC since its approval in late May 2018. In addition, the series examines physician-anticipated trends in UC treatment, particularly in terms of Xeljanz’s uptake, and Pfizer’s promotional efforts.


  • What is the awareness of, familiarity with, and perceptions related to Xeljanz among U.S. gastroenterologists?
  • Among prescribers, to which patients are they prescribing Xeljanz, what are the reasons for prescribing the agent, and how satisfied are they with Xeljanz ?
  • How do prescribers and nonprescribers compare across key metrics?
  • How are the trial and adoption of Xeljanz compared with that of other recent product launches in the autoimmune market?


  • Geography: United States
  • Primary research: Survey of approximately 75 U.S. gastroenterologists for each wave
  • Key metrics included: Unaided and aided awareness of Xeljanz; familiarity with and impressions of Xeljanz; prescriber and nonprescriber profiles; willingness to prescribe Xeljanz; performance of Xeljanz on key attributes; sales representative frequency, reach, and satisfaction; benchmarking against previously launched UC agents

PRODUCT DESCRIPTION: Emerging Therapies captures U.S. physicians’ awareness, perceptions, and usage of the launched product at one, six, and twelve months postlaunch, as well as the current and future impact on competitor therapies and the overall market. Insight is also provided on promotional efforts, prescriber and nonprescriber profiles, benchmarking against other launched agents, along with statistical comparative analysis with prior waves so that marketers can track and optimize the effectiveness of their launch strategy or fine-tune their product positioning to counter its impact on their brand’s share.

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