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While most drug manufacturers focus on extending the commercial life of their mega brands upon loss of patent exclusivity, AbbVie adopted an innovative strategy to replace its own $20 billion blockbuster immunology franchise with multiple products stronger in each indication.
With AbbVie’s Humira approaching the end of its patent exclusivity in 2023, AbbVie began executing its “planned obsolescence” strategy much earlier to replace Humira with an array of superior immunology drugs. Skyrizi initiated AbbVie’s franchise replacement strategy targeting Humira’s plaque psoriasis indication where it demonstrated superiority with its early comparative effectiveness and outcomes studies.
This case study reviews how AbbVie used early comparative effectiveness and outcomes to lift Skyrizi’s launch uptake curve and accelerate planned obsolescence of its own blockbuster Humira. It also examines AbbVie’s long term strategy targeting additional indications using comparative effectiveness and outcomes to further expand its immunology portfolio.
This study was developed using extensive secondary research.
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