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According to AbbVie’s previous patent litigation settlement agreement with Amgen and Samsung Bioepis, Humira’s biological analogues officially landed on the European market on October 16, 2018. In addition, European listing applications for Humira analogues, including Boehringer Ingelheim, Mylan, etc., are also in the EMA approval process.

In response to the market crisis that has arrived, AbbVie revealed on October 31 that Humira’s pricing in Europe will be reduced by 80% from the current price.

In European markets where the policy environment is relatively loose and the acceptance of biosimilars is relatively high, the pricing of biosimilars is generally around 70%-80% of the original research, and the pricing is 50% of the original research. In order to cope with the competition of biosimilars, Humira has reduced European pricing by 80%, which is far beyond analysts’ expectations. Analysts have predicted that Humira’s European market revenue will fall by 20% year-on-year by the end of 2019. According to AbbVie’s current pricing strategy, the decline will certainly not stop there. AbbVie’s share price also closed down by nearly 5% on November 1.

Humira’s 2017 global sales were $18.427 billion, of which 67% came from the US market and 33% came from outside the US, with sales in Europe exceeding $4 billion. Of the $18.94 billion in sales revenue of the 2018H1, the market outside the United States accounted for 34%.

Obviously, Humira is facing high drug price pressure in the United States, facing positive competition from biosimilars in Europe, and the market situation is not optimistic. However, according to EvaluatePharma’s prediction, under the strong defense of AbbVie, Amgenvita’s sales in the European market in 2022 was 140 million euros, and then began to decline.

Why did AbbVie throw such a radical pricing strategy? Bernstein analyst Ronny Gal believes that in the litigation settlement with Amgen and Samsung Bioepis, AbbVie itself can be divided into sales revenue from biosimilars. In addition, AbbVie’s sharp price cuts will not allow patients to lose their loyalty to Humira’s original brand because of price factors, mainly to protect the US market.

Humira is the world’s highest-selling drug for a single drug in the world, with a sales revenue of more than $20 billion in 2018. Although the patent protection in the US market can be continued through reconciliation until 2023, the lethality of biosimilars is constantly emerging. The first generation of drug king Humira reached its historical peak in 2018, or will it continue to write legends? Everyone will wait and see.

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