Front-Line Of Melanoma Market Could Be Marketing Battle
Roche's vemurafenib and Bristol-Myers Squibb's Yervoy (ipilimumab) are most likely synergistic treatments for metastatic melanoma that can be used in combination or sequentially. But in certain front-line patients, there could be a struggle between the two different therapeutic options.
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With PD-1 immunotherapy continuing to make gains in melanoma, will Yervoy and targeted BRAF/MEK combos from Novartis, Roche and Array BioPharma get relegated to second-class status?
Cooperative group plans trial testing Yervoy vs. Zelboraf in first-line metastatic melanoma to help settle the issue of which therapy should come first in BRAF-mutation positive patients. New therapies on the way promise to further complicate decision-making.
Six-figure pricing in oncology is becoming increasingly common and has raised eyebrows, but a new survey of new melanoma drugs Yervoy and Zelboraf suggests that so far high price is not an obstacle to adoption. So soon after launch, it’s still unclear if one treatment will emerge dominant in first-line treatment.