Leading Edge
27
Q1 2015 LE Pharma Exhibit 1 of 1
Exhibit Depending on context, the advantage of a drug being first to market may vary widely. Market-share advantage of first movers ten years after launch, difference in percentage points relative to fair market share,1 n = 492 drug launches, 1986–2012
Market context
−6
Fair market share −3
Average for first entrants
3
9
Mixed Primary
12
15
Specialty
Prescriber characteristics Oral
Injection
Route of administration >2 drugs
2-horse race
Level of competition Large pharma
Other Primary marketer No experience
Prior experience of primary marketer in therapeutic area
<3 years
Lead time: launch time of 2nd entrant relative to 1st Speed in developing indications2
With experience
Fewer indications
Same
1 Calculated as 100% market share divided by number of entrants. 2 Difference in number of indications between 1st and 2nd entrant 5 years after first launch in class.
Source: EvaluatePharma
Copyright © 2015 McKinsey & Company. All rights reserved.
≥3 years
≥1 indications