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`Roche's Perjeta proves a fast fave with cancer docs, but Kadcyla's a speed racer - FiercePharmaMarketing
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`Topics: Physician marketing
`Roche's Perjeta proves a fast fave with cancer
`docs, but Kadcyla's a speed racer
`March 19, 2014 | By Tracy Staton
`
`SHARE
`
`Roche's ($RHHBY) new breast cancer duo, Perjeta and
`Kadcyla, seemed destined to make a big splash in the
`oncology market. Now, Decision Resources has the
`numbers to show just how big that splash has been.
`
`Launched 18 months ago, Perjeta has been prescribed
`by more than 85% of surveyed oncologists, the market
`research firm found. Plus, individual doctors have
`pumped up their use of the HER2-positive cancer
`therapy. Oncologists are treating twice as many patients
`with Perjeta, on average, as they did 6 months ago.
`
`Courtesy of Roche
`That's impressive. But Kadcyla's results are even more so. Just 9 months after
`its FDA approval, more than 80% of oncologists have prescribed the pioneering
`armed-antibody treatment.
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`"Use of Kadcyla has taken just 9 months to reach comparable levels to that of
`Perjeta, which has been available for 18 months now," said Decision Resources
`analyst Amy Duval. "This reflects strong positive physician attitudes toward
`Kadcyla."
`
`The numbers are only going up, too, Decision Resources
`says in its report on the twin launches. The majority
`of oncologists who had not yet prescribed the drugs said
`they plan to within the next three months.
`
`The firm identified a couple of opportunities for Roche
`
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`http://www.fiercepharmamarketing.com/story/roches-perjeta-proves-fast-fave-cancer-docs-kadcylas-speed-racer/2014-03-19
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`1/3
`
`IMMUNOGEN 2259, pg. 1
`Phigenix v. Immunogen
`IPR2014-00676
`
`

`

`12/3/2014
`
`Roche's Perjeta proves a fast fave with cancer docs, but Kadcyla's a speed racer - FiercePharmaMarketing
`POPULAR STORIES
`and its Genentech unit to exploit next. Perjeta was
`approved for treatment before surgery in September, and
`two-thirds of the surveyed doctors said they're willing to
`use it in those patients.
`
`MOST READ MOST SHARED
`
`Meanwhile, Roche should emphasize Kadcyla's overall
`survival benefit with doctors. Oncologists were familiar
`with the drug's ability to keep cancer from spreading, the
`Decision Resources report notes, but were less familiar
`with its ability to prolong patients' lives.
`
`Courtesy of Roche
`
`- read the release from Decision Resources
`
`Special Report: Top 15 drug launch superstars - Kadcyla
`
`Related Articles:
`Roche's 'blowout' cancer launches help fuel 10% profits hike
`FDA panel gives 'historic' thumbs-up for Roche's Perjeta in early breast cancer
`Roche/Genentech's breakthrough T-DM1 wins blockbuster OK for breast cancer
`FDA approves Roche's pricey new Herceptin partner, Perjeta
`With nod, Roche's Kadcyla should quickly become blockbuster
`
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`Filed Under Kadcyla, Perjeta, Roche
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`Roche's Perjeta proves a fast fave with cancer docs, but Kadcyla's a speed racer - FiercePharmaMarketing
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`3/3
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`IMMUNOGEN 2259, pg. 3
`Phigenix v. Immunogen
`IPR2014-00676
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