LaunchTrends: Ibrance (Wave 1) is the first 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 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.
- 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: 74 medical oncologists; qualitative interviews with 10 respondents.
Indication coverage: HR-positive, HER2-negative advanced/metastatic breast cancer.