A showcase is presented of the lifecycle analysis of the blockbuster HMG-CoA reductase inhibitor (Statin) drug Crestor, prescribed for hypercholesterolemia and primary prevention of cardiovascular disease. Now considered a "legacy" product, Crestor with its decade history of regulatory and clinical trial milestones has cut out a unique pharma life cycle for itself...see this Slideshare for more details.

1. 11/05/2011
aStatus based on the Boston Consulting Group Matrix bBased on regulatory news feeds
and landmark clinical trial results
10 Years on is Crestor at the End of its Pharma Life Cycle?
Year Sales USD Billion BCG Matrix Statusa; Factor(s) Impacting on Salesb
2006 2.1 Question Mark; Resubmission of dosing data, FDA advises on risk of rhabdomyolysis with
greater risk to Asian populations. Releases of generic simvastatin (Zocor)
2007 2.8 Star; Crestor the only indication among its class to treat atherosclerosis
2008 3.6 Star; JUPITER trials supporting prevention of MI & stroke in normal LDL cholesterol subjects but
with high levels of C-Reactive Protein (CRP) albeit diabetes concerns.
2009 5.4 Star; Lipitor loses marketing exclusivity in the US with sales losses to generics in other key
markets. Impact of approval in Germany, Spain & Norway
2010 5.7 Cash Cow; Crestor gets approved prescription in the prevention of MI & stroke in healthy
people with elevated CRP levels
2011 6.6 Cash Cow; In SATURN randomised trials LDL levels in Crestor group dropped to an average
62.6 mg/dL, c.f. 70.2 mg/dL for patients on Lipitor. Generic copies of Lipitor are launched in
the US.
2012 6.2 Cash Cow; Competitive pricing amongst Lipitor generics limits switch to Crestor
2013 5.6 Cash Cow; Ongoing litigation cases
2014 5.5 Dog: Limited clinical data on clinical benefit vs. precription pricing of Lipitor generics
2015 5.0 Dog: Concerns over Statin associated myopathy
2016 3.4 Dog; Watson Laboratories, Inc. and Actavis, Inc. began selling its generic version of Crestor in
May 2016

2. Crestor’s Pharma Life Cycle
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
0
1
2
3
4
5
6
7
Sales USD Billion
• 2017 represents YTD sales of $2.8 billion, a reduction of 24%; further declines are anticipated
based on multiple generic Crestor medicines launched on the US market July 2016 onwards.
• Although Statins will remain the first-line prescription drug in LDLC-reducing dyslipidemia
treatment management, further attrition of future sales will be from the approval of PCSK9 mAbs
and CETP inhibitors used to treat niche patient subpopulations.

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