A Return Of The Blockbuster, But Can 2009 Launches Live Up To Potential?
Executive SummaryThe blockbuster drug tried to claw its way back from the brink in 2009, as drug makers launched several novel drugs and biologics in multi-billion dollar therapeutic categories. While several new drugs offer blockbuster potential, they raise two questions: will they live up to their promise, and if so, how long will it take
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Launches in 2012 clearly reflect the changes in pharma’s R&D investment priorities in recent years, as the industry has shifted emphasis from primary-care blockbusters to more targeted specialty models. The group includes potential blockbusters like Xeljanz, a dozen novel oncologics, the first new obesity drug in over a decade, and several treatments for rare diseases.