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