This case study shows why a pharma company with an Rx asset dependent on a test should take a proactive approach to managing the Dx environment from the outset, in order to drive adoption and avoid implementation flaws. Reviewing Herceptin, the case shows how physicians can be discouraged from using a promising new targeted therapy if the diagnostic environment is not a straightforward exercise optimized to suit their needs It will help you understand:
  • Why Roche, in hindsight, did not optimally manage the operational implementation of Human Epidermal Growth Factor Receptor 2 (HER2) testing
  • How Roche's lack of proactive Dx optimization impacted physicians’ initial experience of Herceptin as a targeted therapy
  • The negative financial impact that this suboptimal Dx implementation most likely had on Herceptin's brand performance
  • The most important areas of 'leakage' in the Dx program that led to the loss of patients for Herceptin
Download this case study to learn more.
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