Forteo: A Case Study in Launching a Breakthrough Therapy in a Saturated Market

The osteoporosis market has grown nearly 20% per year since 2000, presenting many opportunities for drug manufacturers. However, several effective, well-established, and reasonably priced agents dominate the market. Even novel therapies satisfying a distinct need face tremendous challenges when launched in this competitive arena. Get the Answers You Need to Shape Your Strategy Eli Lilly's bone-building drug Forteo (teriparatide) was a promising breakthrough treatment for osteoporosis that achieved disappointing sales and relatively low acceptance among patients and physicians. Why did Forteo fail to meet early expectations for its use? Several issues during Forteo's development phase greatly affected its launch and initial uptake. What are some problems that can hinder the uptake of a breakthrough therapy? What lessons can be learned from Forteo's development and launch? Even an effective novel agent may face challenges when placed in a market that is saturated with well-established therapies. What factors must drug developers consider when developing and launching new agents? Scope Overview of osteoporosis: disease description, prevalence, and economic burden. Current market for osteoporosis therapies: overview of common agents used to treat osteoporosis. Case study of Forteo: development and approval, launch and early performance, outlook, lessons to be learned. Please note: the PDF e-mail from publisher version of this report is for a global site license.

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Companies:
Chugai
Daiichi Asubio Pharma
Eisai
Eli Lilly
Emisphere
GlaxoSmithKline
Merck
Nastech
Novartis
Procter & Gamble
Roche
Sanofi -Aventis
Unigene
Zelos
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Drugs:
Alendronate
Calcitonin
Denosumab
Ibandronate
Ostabolin-C
Preos
Raloxifene
Risedronate
Strontium ranelate
Teriparatide
Zoledronate