2014 Brand of the Year - Pharmaceutical Executive

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2014 Brand of the Year


Pharmaceutical Executive


Vanguard therapy

KORLYM, however, proved to be the early bet that turned the cards in Corcept's favor, making these additional discovery investments possible. In contrast to the complexities built into a CNS indication, mifepristone's clinical potential for endogenous Cushing's syndrome was recognized as far back as 1985, with more than 50 studies subsequently corroborating its effects.

"When we analyzed the science, it became clear that the controversy around the drug's separate profile as an abortifacient was inhibiting interest in its application to Cushing's. The political baggage was very similar to thalidomide," Belanoff said. "Yet any rational analysis would have to balance that against the high level of efficacy documented in the studies as well as the sheer need—the medicines chest for Cushing's was flat empty."

In fact, the one drug that was in common use, ketoconazole, was under scrutiny for cases of liver damage after long-term exposure to patients.

Fast work from FDA

In 2007, Belanoff and his scientific team initiated a conversation with FDA staff on mifepristone as a treatment for Cushing's, receiving an unexpectedly positive reception. In rapid order, the company secured orphan-drug status for the proposed indication in treating Cushing's with type 2 diabetes—the FDA estimated the eligible population at around 5,000 patients—followed by the filing of an NDA and request for Priority Review, in April 2011.

The NDA package included the results of a 50-patient trial, in which mifepristone delivered "significant improvement" in blood sugar control along with marked reductions in insulin requirements. A REMS proposal was also included to address the dangers associated with the drug's alternative use as an abortifacient. However, when the FDA approved registration status for the drug 10 months later, it decided a full REMS was not necessary because of the small number of physician prescribers and the company's pledge to maintain tight control of distribution through a single designated specialty pharmacy, Dohmen Life Science Services. There is also a post-marketing requirement to report use data (age, sex, dose, and duration) and, of course, any side-effects.

KORLYM made its debut only two months after marketing authorization, in late April 2012. The quick start was aided by the company's advance work on a REMS package; though it turned out it was not needed for approval, the preparation forced management to focus on something that proved critical to building the brand: the patient context. It was noted early on that endocrinologists are very test-oriented in treating Cushing's.

"Because diagnosis is so difficult, repeated testing is the profession's stock in trade, because surgery is the default option once diagnosis is confirmed," Commercial Operations Director John Lyons told Pharm Exec. "We recognized a stronger patient voice was needed to move drug therapy forward in the treatment discussion."

A patient-centric approach also made sense from the clinical perspective. "In Cushing's, every case is unique," says Corcept Chief Commercial Officer Steve Lo. "There is the bewildering multiplicity of symptoms, which also vary by degree, as well as individual variations in relapse rates, which can be high when initial surgery fails, leading to scattershot measures involving additional surgeries, radiation, off-label use of other drugs, or outright removal of the adrenal glands —there is no standard protocol."

According to Lo, this heterogeneity required substantial investment in a different kind of sales force, one with the practice familiarity and the scientific skills to market KORLYM almost on a case-by- case basis. "The clinical inertia around this disease is intense," Lo said. "We couldn't take the approach of a 30-second detail with the boilerplate message KORLYM is the right drug for your patients."


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