Ulcerative Colitis | Emerging Therapies | Xeljanz (tofacitinib) | US | Wave 3 | 2019

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 the moderate to severe UC population. Not only does Xeljanz provide a novel mechanism of action(MOA) in the UC market but, as an oral therapy, it also offers a notable delivery advantage compared with the biologics and will help fulfill an unmet need. However, the TNF-ɑ inhibitors’ entrenched position in the UC treatment algorithm could pose a formidable barrier to Xeljanz’s uptake. The Ulcerative Colitis Emerging Therapy series covers three waves tracking the awareness, trial, and use of Xeljanz since its approval in late May 2018 for the treatment of UC. In addition, the series will examine physician-anticipated trends in UC treatment, particularly in terms of Xeljanz’s uptake, and assess 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 it, and how satisfied are they with Xeljanz ?
  • How do prescribers and nonprescribers compare across key metrics?
  • How are the trial and adoption of Xeljanz tracking compared with 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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