Malignant Melanoma – Emerging Therapies – Keytruda Launch Tracking (US) Wave 2

LaunchTrends: Keytruda (Wave 2) is the second in a series of syndicated reports designed to track the physician perception, uptake, and competitive environment of the malignant melanoma drug Keytruda (Merck & Co.’s pembrolizumab).

LaunchTrends: Keytruda measures the impact of this novel agent on the unresectable or metastatic malignant melanoma therapy market following launch, based on a blend of quantitative and qualitative primary research with U.S. medical oncologists. The report evaluates physicians’ current awareness and perception of Keytruda relative to other currently available therapies for unresectable or metastatic malignant melanoma, current and anticipated use of Keytruda, and promotional activity of Keytruda. Wave 2 also assesses surveyed medical oncologists’ perceptions of Opdivo (Bristol-Myers Squibb’s nivolumab) following its approval for the treatment of malignant melanoma in December 2014.

Questions Answered:

  • What is the awareness of and familiarity with Keytruda among medical oncologists?
  • What are the perceived clinical advantages and disadvantages of Keytruda compared with other marketed agents used for treating unresectable or metastatic malignant melanoma?
  • To what extent is Keytruda currently being used by surveyed medical oncologists? Where does Keytruda fit in the treatment algorithm? What reasons do nonprescribers give for not having prescribed Keytruda?
  • What promotional messages are being employed by Merck & Co. for Keytruda?

Scope:

Markets covered: United States.

Primary research: 78 medical oncologists; qualitative interviews with 10 respondents.

Indication coverage: unresectable or metastatic malignant melanoma.

Table of contents

  • Malignant Melanoma - Emerging Therapies - Keytruda Launch Tracking (US) Wave 2
    • Key Findings
      • Awareness and Perceptions of Keytruda
      • Keytruda Trial and Use
      • Competitive Landscape and Merck & Co.u2019s Promotion of Keytruda
    • Benchmarking Keytruda Launch Success vs. Malignant Melanoma and NSCLC Analogues
      • Prescriber and Nonprescriber Profiles
        • Keytruda: Differences Between Prescriber and Nonprescriber Profiles
        • Opdivo: Differences Between Prescriber and Nonprescriber Profiles
        • Keytruda: Differences Between Prescriber and Nonprescriber Profiles
        • Opdivo: Differences Between Prescriber and Nonprescriber Profiles
      • Keytruda Awareness and Perceptions
        • Unaided and Aided Awareness of Keytruda
          • Aided Awareness of Keytruda
          • Familiarity with Keytruda
          • Level of Familiarity: Prescribers vs. Nonprescribers
          • Unaided Awareness of Therapies for Unresectable or Metastatic Melanoma
          • Awareness of Keytrudau2019s FDA Indication
          • Awareness of Keytrudau2019s Approved Setting
          • Select Qualitative Quotes
          • Aware of Keytrudau2019s Price?
          • Average Price of Keytruda per Month
          • Aided Awareness of Opdivo
          • Familiarity with Opdivo
          • Level of Familiarity: Prescribers vs. Nonprescribers
        • Familiarity with Keytruda
          • Aided Familiarity with Therapies for Unresectable or Metastatic Melanoma
          • Existence of Keytruda Attributes That Medical Oncologists Were Not Aware Of
          • Existence of Opdivo Attributes That Medical Oncologists Were Not Aware Of
          • Information of Which Medical Oncologists Were Not Aware
        • Sources of Familiarity with Keytruda
          • Initial Reaction to and Interest in Keytruda
            • Initial Reaction to Keytruda
            • Initial Reaction to Opdivo
            • Interest Level in Keytruda
            • Interest Level in Opdivo
            • Keytruda Profile Summary
            • Interviewed Medical Oncologistsu2019 Opinions of Keytruda
            • Opdivo Profile Summary
          • Impressions of Keytruda
            • Risk-Benefit of Keytruda
            • Uniqueness of Keytruda
            • Keytruda Advantages
            • Keytruda Disadvantages
            • Risk-Benefit Profile of Opdivo
            • Uniqueness of Opdivo
        • Keytruda Trial and Use
          • Willingness to Prescribe Keytruda
            • Physician Willingness to Prescribe Opdivo for Treatment-Naive, Unresectable or Metastatic Patients Regardless of BRAF Mutation Status
            • Willingness to Prescribe Keytruda foru2026
            • Willingness to Prescribe Opdivo foru2026
          • Number of Patients Currently Receiving Keytruda
            • Keytruda Prescriber vs. Nonprescriber
            • Opdivo Prescriber vs. Nonprescriber
            • Mean Number of Keytruda-Treated Patients (Among Prescribers)
            • Mean Number of Opdivo-Treated Patients (Among Prescribers)
            • First-, Second-, and Third-Line Treatments for BRAF Wild-Type Unresectable or Metastatic Patients
            • First-, Second-, and Third-Line Treatments for BRAF-Mutation-Negative (Wild Type), Unresectable or Metastatic Patients
            • First-, Second-, and Third-Line Treatments for BRAF-Mutation-Positive, Unresectable or Metastatic Patients
            • First-, Second-, and Third-Line Treatments for BRAF-Mutation-Positive, Unresectable or Metastatic Patients
            • Keytruda-Treated Patient Populations
            • Qualitative Quotes
            • Distribution of Off-label Prescribing Among Keytruda-Treated Patient Populations
            • Keytruda Prescribers
            • Patients Still on Keytruda
            • Patients with Dose Withheld
            • Patients Discontinued Keytruda
            • Reasons Patients Discontinued Keytruda
            • Qualitative Quotes
            • Opdivo-Treated Patient Populations
          • Reasons for Not Yet Prescribing Keytruda
            • Reasons for Having Not Yet Prescribed Opdivo
            • Reasons for Choosing Another Agent Over Keytruda for Keytruda-Eligible Patients
          • Anticipated Keytruda Use
            • Agents Most Likely to Be Prescribed to Unresectable or Metastatic Melanoma Patients
            • Physician Willingness to Prescribe Keytruda for Treatment-Naive, Unresectable or Metastatic Patients Regardless of BRAF Mutation Status
            • Patient Inquires About Keytruda in Past Month
            • Qualitative Quotes
            • Medical Oncologistsu2019 Action Based on Specific Keytruda Patient Inquiries
            • Timeline for Prescribing Keytruda Among Nonprescribers Willing to Prescribe
            • Reasons for NOT Prescribing Keytruda (n = 1)
            • Qualitative Quotes
            • Qualitative Quotes
            • Timeline for Prescribing Opdivo Among Nonprescribers Willing to Prescribe
          • Keytruda Performance on Key Attributes
            • Performance of Keytruda in Terms of Important Attributes
            • Performance of Keytruda and Opdivo in Terms of Important Attributes
            • Factors Holding Back the Prescription of Keytruda
            • Factors Holding Back the Prescription of Opdivo
        • Effectiveness of Face-to-Face Detailing for Keytruda
          • Keytruda Sales Representative Frequency and Reach
            • Keytruda Sales Rep Detailing Frequency
            • Sales Representativesu2019 Detailing Frequency for Keytruda
            • Qualitative Quotes
          • Satisfaction with Keytruda Sales Representative
            • Keytruda Sales Representative Performance
          • Keytruda Message Recall
            • Topics Discussed with the Keytruda Sales Rep
        • Appendix
          • Primary Market Research
            • Agents Most Likely to Be Prescribed to Unresectable or Metastatic Melanoma Patients
            • Agents Most Likely to Be Prescribed Second Line to BRAF-Mutation-Positive, Unresectable or Metastatic Melanoma Patients Who Have Received Prior Yervoy but Have NOT Received a Prior BRAF Inhibitor
          • Additional Information
            • Reasons for Not Coordinating Dosing Schedules to Minimize Drug Wastage (n = 18)
            • Qualitative Quotes
            • Difficult and Time Consuming
            • Qualitative Quotes
            • Managed Care Requirements for Prescribing Keytruda
            • Qualitative Quotes
            • Impact of Managed Care on Prescribing Keytruda
            • Reasons for Denial by Managed Care
            • Restrictions Imposed on the Duration of Keytruda Treatment by Insurance Plans
            • Patient History
            • Preferred Therapy Choices for a BRAF-V600E-Mutation-Positive Patient with Aggressive and Symptomatic Disease, Previously Treated with Yervoy
            • Prescribe Keytruda
            • Drivers for Starting Patient on Keytruda
            • Barriers for Starting Patient on Keytruda
            • Change in Therapy Choice According to Severity of Disease Progression
            • Patient History
            • Preferred Therapy Choices for BRAF-V600E-Mutation-Positive Patient with Brain Metastases, Previously Treated with Yervoy
            • Prescribe Keytruda
            • Change in Therapy Choice According to Presence of Brain Metastases
            • Melanoma Market Background
            • Key Agents for Unresectable or Metastatic Melanoma
            • U.S. Development Milestones for Keytruda
            • Melanoma Market News
            • Significance Testing in This Study
            • Study Objectives

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