在此示例中，iClusig需要确定如何扩大需求并阐明差异化以通过其产品发布而成功。
这是五个博客系列中的第三个博客：Creating a framework for a successful launch。IQVIA在全球范围内分析了发布，以确定共同的发射挑战和陷阱。确定了四个发射原型，”科学销售", "market shaping", "who benefits“ 和 ”emphasize the difference", each had very specific critical success factors.
“市场塑造”原型是由市场上未满足和高产品差异的药物定义的，这些类型的产品发布的关键成功因素是：
- 疾病/MOA意识预发明
- 扩大未满足的需求
- 积极的定位
- Campaigns/data to establish superiority.
新兴生物制药的其他挑战包括：
- 需要经验丰富和战略性的商业资源。
在此博客中，我们将以下内容用作“市场塑造”原型的示例。
市场塑造：将iClusig推入慢性髓样白血病（CML）指示
Ariad Pharmaceuticals的iClusig（Ponatinib）在2012年获得了食品药物管理局的慢性髓样白血病（CML）的加速批准。
iClusig是该指示的第五个酪氨酸激酶抑制剂。该药物还接受了CML的狭窄指示：患有CML的成年患者，对先前TKI治疗和对T315I阳性CML的成年患者的治疗具有耐受性或不耐受性。T315i突变发生在大约20％的所有人群中，并预后较差。这种额外的利基指示为团队提供了所需的差异点。
However, the perceived unmet need was low as there were four TKIs being used in CML namely Gleevec, Sprycel, Tasigna and Bosulif in 1st and 2nd line CML; with reasonable efficacy and safety outcomes. Also, testing for T315I mutation was not as common at the time of the launch.
创造市场需求
Even though the T315I mutation worsens the outcomes, few physicians tested for it, and didn't see the need to switch patients. Ariad launched a branded website,CMLrisks.com，使用由蛇制成的蝴蝶的图像 - “比看来更具威胁性” - 暗示因抵抗而导致的治疗失败会使患者的生命不必要地危险。
The website and its message emphasized the risk associated with resistance mutations and the need to detect resistance failure early. It also encouraged physicians to carry out checks for compliance, drug interactions and mutations.
The team used strong clinical evidence to support its messaging, showing how probability of survival goes down in CML patients after failure of 2 TKIs.
为了更多地了解“市场塑造”原型访问：成功生物制药的框架为录制的网络研讨会，由幻灯片演示支持。
有关作者的更多信息：
- 威廉·麦克莱伦（William McClellan）
Center of Excellence Leader, Launch Excellence
William is an expert in the field of pharmaceutical launch excellence with over 20 years of experience. He leads the Launch Center of Excellence for the U.S. at IQVIA where he focuses on launch readiness, tracking, and performance diagnostics utilizing patient data such as predictive modeling and quantitative and qualitative research.
撰稿人：
- Maneesh Gupta
Senior Principal, Brand & Commercial Strategy, IQVIA
Maneesh是IQVIA咨询服务的高级校长。他专注于推出，品牌和商业策略。他一直在帮助组织在启动时表现出色，并以客户为中心超过20年。他关于这些主题的论文已在几个行业期刊上发表。