Drug story: How the Administration Profile of a Drug Affects Its Uptake?

Drug story: How the Administration Profile of a Drug Affects Its Uptake?

When I first started in pharma consulting, I viewed drugs merely as revenue figures on an Excel sheet. For instance, last month, 100 units of Somatuline Depot were sold. However, stepping back from the spreadsheets and exploring patient support websites reveals the human aspect of these drugs. The route of administration is particularly crucial. If you’ve ever tried giving medicine to a 2-year-old, you’ll understand how much taste, smell, form (liquid or powder), and quantity matter!

Let's look at an example where the administration profile, followed by field promotion significantly influenced a drug's success.

Sandostatin LAR has been the gold standard for treating Acromegaly and NET (neuroendocrine tumors) since 1998. It generated $340 million in revenue in 2012, growing steadily to $500 million by 2023.

A competitor, Somatuline Depot, launched in 2007, achieved $100 million in revenue by 2012. By 2023, its revenue soared to $1 billion, surpassing Sandostatin. Somatuline Depot's success can be attributed to two main factors:

> Administration Route: Somatuline Depot is administered via a deep subcutaneous injection, which is generally less painful and more convenient than the intramuscular injection required for Sandostatin LAR.

>Patient Support and Marketing: Ipsen, the manufacturer of Somatuline Depot, has heavily invested in patient support programs and marketing efforts, boosting its adoption among healthcare providers and patients.

In 2020, Ipsen was concerned about a new competitor, Mycapssa, which is taken orally as delayed-release capsules. This form can be more convenient for patients who prefer not to have injections. However, Chiasma Pharma, the manufacturer of Mycapssa, has not pursued clinical trials for NETs, focusing instead on acromegaly and dealing with its acquisition by Amryt Pharma. As a result, Mycapssa's revenue was $10 million in 2023, while Somatuline Depot continues to dominate the market.

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