In the past decade, the TNF-α inhibitors Humira (AbbVie) and Enbrel (Amgen) and the IL-12/23 inhibitor Stelara (Janssen) have been leading the U.S. psoriasis biologics market. However, the recent wave of U.S. approvals for novel psoriasis agents, including the IL-17 inhibitors—Novartis’s Cosentyx in 2015, Eli Lilly’s Taltz in 2016, and Valeant’s Siliq in 2017—and the IL-23 inhibitors—Janssen’s Tremfya in 2017 and Sun Pharma’s Ilumya in 2018—has substantially altered the moderate to severe psoriasis market landscape. This series includes three waves that track the awareness, trial, and usage of AbbVie’s Skyrizi following its May 2019 launch for psoriasis. In addition, the series examines physician-anticipated trends in moderate to severe psoriasis treatment and, in particular, Skyrizi’s uptake; it also assesses AbbVie’s promotional efforts around the drug.
Survey of 75 U.S. dermatologists for each wave
Key metrics included
Unaided and aided awareness of Skyrizi
Familiarity with and impressions of Skyrizi
Prescriber and nonprescriber profiles
Willingness to prescribe Skyrizi
Performance of Skyrizi on key attributes
Sales representative visit frequency, reach, and effectiveness
Benchmarking against previously launched psoriasis agents
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.