Novartis' Gilenya: Efficacy, Patient Assistance Lie At Heart Of Marketing Push
Executive Summary
As Novartis' multiple sclerosis treatment Gilenya (fingolimod) hits the market, the company is hoping to move beyond the fact that the drug is the first-ever oral drug for general treatment for the disease and highlight its clinical efficacy compared with other MS drugs.
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Multiple Sclerosis Drug Category Heats Up; So Does Spending
MS drug spending is skyrocketing due to premium-priced new drugs and defensive price hikes across the category, making the therapeutic area a management priority for payers. Insurers are largely relying on aggressive contracting with manufacturers to manage the category, but new launches are unlikely to secure preferred formulary placement without comparative safety and efficacy data.
Gilenya Off And Running, But Keeping Pace Long-Range Is Key
Novartis AG's Gilenya (fingolimod) – the first oral treatment for multiple sclerosis – is off to a modestly strong start. The drug’s sales performance since its U.S. launch in October has been respectable, if not remarkable, driven by both market expansion and patient switches.
Gilenya Off And Running, But Keeping Pace Long-Range Is Key
Novartis AG's Gilenya (fingolimod) – the first oral treatment for multiple sclerosis – is off to a modestly strong start. The drug’s sales performance since its U.S. launch in October has been respectable, if not remarkable, driven by both market expansion and patient switches.