Insights

Top 30 Pharmaceutical Positionings

Written by IDEA Pharma — 2020-12-01.

Positioning can seem subjective, to the uninformed. But it is not. A good positioning carries out work for its product – objective, measurable work. A great, active positioning transforms a good product. Objective outcomes are all that matter – we know, as we’ve been lucky enough to work with 8 of the 15 biggest launches of the past 5 years.

However, we didn’t work on all of them. So, as we do from time to time, we asked ourselves the question: what are the best positionings of all time in our industry? Using some objective measures, and the collective wisdom of IDEA, we argued and debated, agreed, and then argued some more.

But we did create a list of the 30 best positioned drugs of all time. We didn’t work on many of them, but we have studied them, for clues… (We’ve also studied the 30 worst, but that’s for another day…)

 We’re open for debate, argument and more. But, for now, from the most successful positioning practice in pharma, here’s the definitive Top 30…

  1. Revlimid (lenalidomide) – Oncology

  2. Cymbalta (duloxetine) – Neuropsychiatry

  3. Nexium (esomeprazole) – GI

  4. Opdivo (nivolumab) – Oncology

  5. Ocrevus (ocrelizumab) – CNS

  6. Lipitor (atorvastatin) – CVM

  7. Avastin (bevacizumab) – Oncology

  8. Viagra (sildenafil) – GU / Sexual Dysfunction

  9. Adderall (amphetamine, dextroamphetamine) – Neuropsychiatry

  10. Cialis (tadalafil) – GU / Sexual Dysfunction

  11. Gilenya (fingolimod) – CNS

  12. Humira (adalimumab) – Immunology

  13. Rituxan

  14. Victoza (liraglutide) – CVM

  15. Advair (fluticasone,salmeterol) – Respiratory

  16. Abilify (aripiprazole) – Neuropsychiatry

  17. Biktarvy (bictegravir, emtricitabine, tenofovir alafenamide) – Virology / Infectious Disease

  18. Enbrel (etanercept) – Immunology

  19. Fasenra (benralizumab) – Immunology

  20. Spiriva (tiotropium) – Respiratory

  21. Xarelto (rivaroxaban) – CVM

  22. Xalkori (crizotinib) – Oncology

  23. Orencia (abatacept) – Immunology

  24. Propulsid (cisapride) – GI

  25. Aricept

  26. Tamiflu

  27. Eylea (aflibercept) – Ophthalmology

  28. Losec/Prilosec (omeprazole) – GI

  29. Latuda - Anti-Psychotic

  30. Premarin (estrogen) – Women’s Health

IDEA Pharma

We work with clients early in lifecycle, crafting a compelling product story and building a best-in-class strategy that helps every molecule reach its potential. It’s what we do best. And there’s nobody that does it quite like us IDEA Pharma

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