The Analog Atlas

Reshaped pharma economics. Obesity expansion (Wegovy 2021) and social-media-driven demand created multi-year supply shortages.

Best-in-class efficacy (>20% weight loss) drove the fastest peptide ramp in history despite Ozempic incumbency.

Most successful oncology drug ever. Pivotal KEYNOTE-024 first-line NSCLC monotherapy data established standard-of-care.

Largest-selling drug in pharma history. AbbVie ran a 20-year indication expansion playbook and built a patent thicket that delayed US biosimilars until 2023.

Best-in-class T2 launch. Established the platform in AD, then rapidly expanded across asthma, CRSwNP, EoE, PN, and COPD.

Fastest biologic ramp in immunology history. Co-promoted alongside Humira and Rinvoq to maximize wallet share during Humira LOE transition.

DESTINY-Breast04 redefined HER2-low as a treatable population, expanding TAM ~3x. ILD safety signal requires monitoring infrastructure.

J&J's flagship immunology asset. Q12W dosing was the differentiator vs. TNF inhibitors; Crohn's expansion in 2016 unlocked the GI franchise.

First PD-1 approved with the fastest oncology launch ever, but lost NSCLC dominance to Keytruda after CheckMate-026 used a biomarker-unselected population.

FDA-mandated class black box (CV / malignancy from ORAL Surveillance) restricted Rinvoq to post-TNF use. Still grew via oral convenience and indication expansion.

Initial $21M Y1 reflected guideline lag and payer step therapy. Took 5+ years for guideline upgrades to drive utilization.

First confirmed disease-modifying Alzheimer's therapy. Launch hit infrastructure walls: PET/CSF testing, infusion centers, MRI ARIA monitoring, CMS registry.

Pioneered the ultra-rare commercial model. ~400 reps globally, $500K+/year pricing, deep engagement with every treatable patient.

97% efficacy vs. Zostavax's 51% drove rapid switching. ACIP preferential recommendation triggered demand that outstripped supply for 3 years.

First biomarker-agnostic severe asthma biologic. Positioned to capture the ~40% of severe asthma patients who don't fit T2-high categories.

$3.2M one-time DMD gene therapy. Initial limited approval (4-5 yo ambulatory) expanded in 2024 to broader DMD population.

Withdrawn in 2004 after VIGOR/APPROVe linked rofecoxib to MI/stroke. Cost Merck >$5B in litigation and reshaped FDA post-marketing surveillance.

Explosive Y1 from pent-up demand. Eroded by Zolgensma (gene therapy) and Evrysdi (oral) — illustrating rare-disease vulnerability to next-gen modalities.

Dramatic LDL-lowering wasn't enough. Payer prior auth (>70% rates) crushed uptake until FOURIER outcomes data + 60% price cut in 2018.

First CAR-T in lymphoma. Apheresis → manufacturing → reinfusion logistics constrained uptake to ~150 certified centers.

$2.1M one-time price became the global benchmark for gene therapy economics. Outcomes-based contracts and newborn screening expansion drove uptake.

First CGRP. Three competitors (Ajovy, Emgality, Vyepti) launched within 12 months, compressing the first-mover window.

Dual acute + prevention label was a category-first. DTC-heavy launch through Khan-led Biohaven; Pfizer acquired in 2022.

Accelerated approval over FDA staff objection. Payer pushback on $300K/yr pricing for ~13% of DMD patients with limited efficacy data.

Accelerated approval over advisory committee objection. CMS limited coverage to clinical trials. Discontinued in 2024.