Competitive Action Planning for Repatha
Enlicitide is coming. Repatha needs real-time competitive intelligence across every channel — before launch day.
Repatha Faces Its Most Critical 12 Quarters
A convergence of competitive threats, patent timelines, and market expansion creates an urgent need for real-time intelligence — starting now.
Click any node to reveal intelligence
EnlicitideThe First Oral PCSK9 Inhibitor
- →Removes the injection barrier — the single biggest adoption friction for the entire PCSK9 class
- →FDA Commissioner's National Priority Voucher: 1–2 month review vs. standard 10–12 months
- →Full DTC and HCP campaign infrastructure ready to deploy at launch
A Market Worth Defending
Q4 alone: $870M (+44%). The battle is for an expanding pie — but the window to establish dominance is now.
Enlicitide was designed to deliver PCSK9 antibody-like efficacy in an easy-to-use pill.
Today's CI Is Too Slow. Too Siloed.
Click each card to reveal how Nielsen closes the gap.
Nielsen already has the data Amgen needs. Ad Intel tracks every PCSK9 competitor across 24 media categories in 90+ markets — continuously.
Nielsen's Integrated Intelligence Platform
Click any capability to expand its full detail. Each builds on the last.
Monitor every PCSK9 competitor across 24 media categories within 48–72 hours of launch.
When Merck launches Enlicitide, Ad Intel flags the first ad within 48–72 hours — giving Repatha's brand team a response window competitors can't match.
Overlay high-cholesterol audience viewership data on competitive ad spend to find the gaps.
Streaming now captures 47% of TV viewing time. Repatha's high-cholesterol audience is there — but ad dollars are still flowing to legacy broadcast.
CI, brand, and media agency all operating from the same competitive data — no more silos.
When Regeneron shifts spend to streaming, every team sees it simultaneously — CI, brand, and agency aligned on one response strategy.
Competitive intelligence that drives decisions in days, not the weeks your current tools require.
Enlicitide's launch will be the fastest-moving competitive event in PCSK9 history. The brand that acts first wins the prescriber conversation.
Amgen already uses Ad Intel for ad hoc TV reporting. This proposal extends that foundation into a continuous, cross-channel competitive intelligence capability — no new vendor onboarding required.
Real-time competitive advertising intelligence across every paid media channel. Know what your competitors are spending — and where — before your next planning cycle.
Merck publishes Phase 3 trial results showing 52% LDL reduction with Enlicitide. First oral PCSK9 inhibitor data enters public domain. Ad Intel detects the press release and begins scanning for paid media activation.
Your High-Cholesterol Audience Is Streaming.
Your Ad Dollars Aren't.
The Gauge maps exactly where Repatha's target audience watches — then overlays competitor ad spend to reveal where you're over-indexed and where the opportunity lies.
High-Cholesterol Audience Share vs. Repatha Ad Spend Share
Streaming platforms are under-indexed in spend relative to where the audience actually watches.
Netflix and Disney+ together hold 39.4% of your high-cholesterol audience's viewing time — but receive only 18% of Repatha's DTC spend. The Gauge quantifies this gap monthly so media plans can close it before competitors do.
· Audience data: Q4 2025 · 47K+ panel householdsThe Intelligence Already Exists. Here's What It Shows.
Q3–Q4 2025 · PCSK9 Category
PCSK9 DTC Ad Spend — Q1–Q4 2025
Quarterly spend in $M. Praluent surpassed Repatha in Q4.
Praluent overtook Repatha in Q4 2025 spend. Regeneron/Sanofi increased DTC investment by 34% in Q3–Q4, with streaming allocation jumping from 12% to 31% — directly targeting Repatha's audience.
Seamless Integration Across Teams and Tools
From competitive signal to strategic action in four steps. Click any step to explore, or watch the sequence unfold automatically.
Competitor launches new campaign or shifts spend
Ad Intel flags the change within 48–72 hours. Automated alerts notify CI and brand teams the moment spend thresholds are crossed or new creative appears across any of 24 media categories.
Ad Intel integrates with existing CI workflows. No new infrastructure required. Amgen's CI function, brand teams, and media agency all operate from a single source of competitive truth.
Numbers That Define the Opportunity
Click any card to expand the insightRepatha is in the strongest revenue position in its history. The question isn't whether to invest in competitive intelligence — it's whether to do it before or after Enlicitide takes market share.
The Case for Action — In One View
Click any row to expand the full context. Every claim is backed by Nielsen data.
What Nielsen enables for RepathaDetect competitor campaign shifts in 48–72 hours, not 4–6 weeks
Align Repatha's media spend with where the high-cholesterol audience actually watches
Monitor Enlicitide's pre-launch advertising activity before it reaches patients
Gain a sustainable competitive intelligence advantage across 90+ markets
Confidential — Presented exclusively to Amgen / Repatha Brand Team