Rituxan Case Study: Pre-Launch Communications to Change the Dominant Treatment Paradigm

Table of Contents

RITUXAN MARKET-ENTRY BACKGROUND

• Rituxan Business Challenges
• Rituxan Timeline
• Rituxan/Rheumatoid Arthritis Background

MARKET-ENTRY SUCCESS DRIVERS

• Seeding New Ideas that Challenge Orthodoxy
• Examining Scientific Rationale
• Early Advisory Boards
• New Thinking on Disease State Progression
• Engaging Thought Leaders
• Computer Simulation Example
• Using Advisory Boards
• Early Articulation
• Incite Scientific Discussion
• Pre-Launch Scientific Communications
• B-Cell Dinners
• Seminars and Congresses
• Pre-Launch Engagement
• Pre-Launch Expectations
• Post-Launch Expectations

LESSONS LEARNED

• Blue Print for Market-Entry Success
• Lessons Learned Drawn from Rituxan

APPENDIX

• Rheumatoid Arthritis Biologic Treatment Options

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