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Case Study: How Horizon Therapeutics Created an Ophthalmic Blockbuster in a Rare Disease Autoimmune Area for Thyroid Eye Disease

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ID: PSM-389

Features:

44 Info Graphics

13 Data Graphics

230+ Metrics

9 Narratives

Pages: 70

Published: 2023

Delivery Format: Shipped

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STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

In January 2020, Horizon Therapeutics achieved a significant milestone with the FDA approval of Tepezza (teprotumumab-trbw), the first IGF-1R blocker for patients with thyroid eye disease (TED). While its closest competitors, Immunovant and Novartis, are still awaiting Phase 3 trial completions anticipated in early 2025, Tepezza's first-mover advantage propelled it to surpass the $1 billion mark within just 18 months of its launch.

A detailed case study of Tepezza unveils valuable market insights, showcasing the education campaigns, patient support initiatives, innovative partnerships, and competitive resourcing tactics implemented by Horizon Therapeutics. These strategic approaches played a pivotal role in creating an ophthalmic blockbuster in the rare disease autoimmune area of thyroid eye disease. This comprehensive case study conducted by Best Practices, LLC meticulously examines the launch, market-entry strategies, and execution of Horizon for Tepezza, providing valuable lessons for industry stakeholders.

Video Brief:

Industries Profiled:
Biotech; Pharmaceutical

Companies Profiled:
Amgen; Horizon Therapeutics

Study Snapshot

Best Practices, LLC conducted extensive secondary research to examine how Horizon Therapeutics created an ophthalmic blockbuster in a rare disease autoimmune area.

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

Patient Support Program: Horizon has introduced Patient Access Liaisons who team up with patients and their HCPs to support them throughout the treatment process, including providing assistance with payers.

The Pandemic Shuts 77% Ophthalmologist Offices:
- Effect- Tepezza commercialization and administration was hampered.
- How was it Fixed?- Network of 1,000 infusion centers developed; doctors approached digitally by Tepezza reps; digital marketing and TV advertising.
- Impact in 2020- 1 Million visits recorded by Tepezza and TED websites; $820M annual revenue recorded by Tepezza (Exceeded projected revenue by 20x)

Table of Contents

Sr. No.	Topic	Slide No.
I.	Introduction to Horizon Therapeutics and Tepezza for TED	Pg. 3-13
II.	Tepezza’s Progression Since Launch	Pg. 14-19
III.	Disease Awareness, Patient Education, and Symptom Identification	Pg. 20-30
IV.	Patient Access and Support Help TED Patients Navigate Authorization, Reimbursement, and Start of Treatment	Pg. 31-35
V.	D2C Education & Communications: A Cornerstone of Tepezza’s Education Campaign	Pg. 36-39
VI.	Roadblocks and Resolutions in Tepezza’s Journey	Pg. 40-45
VII.	Partnerships: Tepezza Leveraged Strengths of Partners to Enter Market	Pg. 46-52
VIII.	Financial Health of Horizon Since the Release of Tepezza	Pg. 53-61
IX.	Tepezza Staffing Analysis: Examining the Talent and Resources to Compete in the TED Market	Pg. 62-67
X.	Summary Lessons Learned from Tepezza’s Successful Market Entry	Pg. 68-69

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