AbbVie Boston Consulting Group Matrix
Fully Editable
Tailor To Your Needs In Excel Or Sheets
Professional Design
Trusted, Industry-Standard Templates
Pre-Built
For Quick And Efficient Use
No Expertise Is Needed
Easy To Follow
AbbVie Bundle
Visual. Strategic. Downloadable.
AbbVie’s BCG Matrix snapshot shows where blockbuster immunology drugs sit vs. newer assets — who’s a Cash Cow, who’s a Question Mark, and what’s draining R&D focus. Readable, sharply visual, it highlights where to harvest profits and where to double down before competitors do. This preview hints at strategic shifts; buy the full BCG Matrix for quadrant-by-quadrant placements, data-backed recommendations, and a ready-to-use Word + Excel pack to act on insight fast.
Stars
Skyrizi (risankizumab)
Skyrizi (risankizumab) sits in the Stars quadrant with leading market share in plaque psoriasis and strong penetration in IBD (Crohn's disease), as the IL-23 market continues to expand; it keeps winning new lines and label expansions. Heavy promotion plus accumulating real-world effectiveness and safety data sustain uptake and payer access. Feed it — this growth engine is on track to mature into a powerhouse cash cow.
Rinvoq (upadacitinib)
Rinvoq (upadacitinib) has rapidly expanded across major immunology indications—rheumatoid arthritis, psoriatic arthritis, atopic dermatitis, ulcerative colitis and axial spondyloarthritis—driving strong uptake and expanding the overall market. Ongoing safety education, payer access work and robust field deployment remain critical as AbbVie balances rapid growth with risk management. With global net sales surpassing $5 billion in 2023, much of the cash is being reinvested to sustain acceleration and position Rinvoq to graduate into a cash cow.
Vraylar (cariprazine)
Vraylar (cariprazine) surged after FDA approval for adjunctive major depressive disorder in November 2023, driving rising prescriber confidence and accelerated uptake in bipolar and adjunctive MDD. Neuro remains highly competitive, but share is climbing as real-world adoption grows. Promotion and market-access investments remain heavy lifts; continue funding to lock in leadership before category plateau.
Qulipta (atogepant)
Qulipta (atogepant) sits in AbbVie's Stars quadrant as migraine prevention expands rapidly; FDA approval 09/2021 and a US migraine pool of ~39 million (CDC) give a large addressable market. Early uptake and real-world starts are encouraging but payer wins, awareness and patient starts need continued investment; durability hinges on adherence. Push now while category growth remains strong.
- FDA approved 09/2021
- US migraine ~39 million (CDC)
- Adoption improving; payer coverage incomplete
- Durable if adherence holds — accelerate commercial effort
Ubrelvy (ubrogepant)
Ubrelvy (ubrogepant)
In the ~7.0 billion USD 2024 global acute migraine market, gepants are rapidly displacing legacy triptans and Ubrelvy is a high‑equity star capturing share; 2024 net sales ≈ 300 million USD underscores strong early uptake. Detailing, DTC and co‑pay support remain critical to scale in the ongoing land‑grab. Invest now to cement leadership before market growth moderates.- 2024 market size: ~7.0B USD
- Ubrelvy 2024 net sales: ≈300M USD
- Key levers: detailing, DTC, co‑pay
- Strategy: invest to defend growth
High-growth immunology & migraine portfolio — >6B, >5B, ≈300M; double down on access
Skyrizi, Rinvoq, Vraylar and Ubrelvy are Stars—high growth, leading share across immunology, neuro and migraine (Rinvoq >5B USD 2023; Skyrizi >6B USD 2023).
Ubrelvy ≈300M USD 2024 in a ~7.0B USD acute migraine market; Qulipta addresses ~39M US migraine patients.
Continue heavy commercial, RWE and payer access investment to secure cash‑cow transition.
| Product | 2023/24 sales | Market | Key levers |
|---|---|---|---|
| Skyrizi | >6B USD | IL‑23/psoriasis | label expansion,RWE |
| Rinvoq | >5B USD | immunology | access,safety edu |
| Ubrelvy | ≈300M USD | ~7B USD acute migraine | detailing,DTC,co‑pay |
What is included in the product
Detailed Word Document
Comprehensive AbbVie BCG Matrix analyzing Stars, Cash Cows, Question Marks, Dogs with investment and divestment guidance.
Customizable Excel Spreadsheet
One-page AbbVie BCG Matrix placing each business unit in a quadrant to clear portfolio decisions and reduce executive friction
Cash Cows
Botox Cosmetic
Botox Cosmetic remains the category leader in the mature, resilient medical aesthetics market, with Allergan Aesthetics net revenues of about $5.9 billion in 2024. High gross margins and dependable repeat dosing patterns sustain steady cash flow. Maintenance marketing spend is modest versus return on investment. ABBVIE can reliably milk Botox to fund new-growth bets across immunology and oncology.
Juvederm Collection
Juvederm Collection is a cash cow for AbbVie with broad brand recognition and loyal injectors, supporting AbbVie's aesthetic leadership; in 2024 Juvederm-driven aesthetics sales were reported at roughly $3.5 billion globally. Market growth is moderate while Juvederm's share remains high in HA fillers, so incremental training and injector support boost treatment efficiency more than large ad campaigns. The brand provides reliable cash flow to fund R&D and pipeline investments.
Botox Therapeutic
Botox Therapeutic, integrated into AbbVie after the 2020 Allergan acquisition ($63 billion), treats chronic migraine, spasticity and other established indications with sticky utilization and strong payer familiarity. Predictable demand and modest promotion keep the commercial flywheel turning. It remains a steady source of surplus cash supporting R&D and M&A prioritization.
Mavyret (glecaprevir/pibrentasvir)
Mavyret (glecaprevir/pibrentasvir) sits as a cash cow for AbbVie: the HCV market is mature and slowly contracting, yet Mavyret retained strong economics and high share in 2024 with reported net revenues of $2.6 billion, requiring minimal promotional spend. Operational efficiencies have preserved margins, enabling harvest strategies while the remaining patient pool is treated over the next several years.
- Market: mature, shrinking prevalence
- 2024 revenue: $2.6B
- Low promo spend, high margin
- Harvest strategy while patient pool persists
Humira (adalimumab) post‑LOE
Humira (adalimumab) post‑LOE faces real biosimilar erosion, yet in 2024 it remained a multi‑billion dollar, cash‑generative asset for AbbVie; growth is low but brand legacy sustains volume, so prioritize price and access management with minimal incremental promotion to protect margins.
- High legacy value, low growth
- Biosimilar erosion real, 2024 still multi‑billion revenue
- Minimal promo needed
- Optimize margins and redeploy cash
Aesthetic and legacy pharma cash cows fund R&D and M&A as markets mature
AbbVie's cash cows—Botox Cosmetic ($5.9B 2024), Juvederm ($3.5B 2024), Botox Therapeutic (stable chronic indications), Mavyret ($2.6B 2024), Humira (multi‑billion legacy)—deliver high margins, low incremental promo, and fund R&D/M&A while markets mature.
| Product | 2024 rev | Market | Role |
|---|---|---|---|
| Botox Cosmetic | $5.9B | Mature | Primary cash flow |
| Juvederm | $3.5B | Moderate growth | Reliable margins |
| Botox Therapeutic | — | Stable | Steady cash |
| Mavyret | $2.6B | Shrinking | Harvest |
| Humira | Multi‑billion | Post‑LOE | Optimize margins |
Preview = Final Product
AbbVie BCG Matrix
The file you're previewing here is the exact AbbVie BCG Matrix report you'll receive after purchase. No watermarks or demo notes—just the finished, fully formatted analysis ready for use. Once bought you'll get the final file instantly, editable and print-ready for meetings or strategy sessions. Built by analysts for clarity, it plugs straight into your planning with no surprises.
Dogs
Imbruvica (ibrutinib)
Once a leader, Imbruvica (ibrutinib) — FDA approved 2013 — is now pressured by newer BTK options and safety perceptions, notably acalabrutinib (Calquence, FDA 2017) and zanubrutinib (Brukinsa, FDA 2019). Growth has stalled and share has slipped from its peak after a decade on market. Turnarounds would be costly with unclear payoff; candidate for tight spend control and possible rationalization.
Restasis (cyclosporine) legacy
Restasis (cyclosporine) peaked near $1.9B (mid-2010s) but post-generic entry has seen revenues decline by over 90% versus peak, leaving low-growth, low-share dynamics. Additional promotional spend is unlikely to reverse generic erosion. Maintain minimal support and consider exit if margins or cash returns deteriorate further.
Alphagan/Lumigan (glaucoma legacy)
Alphagan and Lumigan are mature glaucoma brands in an entrenched, heavily genericized category; competing generics have eroded pricing power and market exclusivity. Little room exists to regain meaningful share, so incremental marketing or R&D spend is unlikely to move the needle. Maintain only necessary regulatory, supply and customer-service operations; AbbVie retained these brands after the 2020 Allergan acquisition for $63 billion and continues to own them as of 2024.
AndroGel (testosterone)
AndroGel faces declining category relevance and intense generic pressure, with FDA-approved generic topical testosterone gels on the market eroding branded share and pricing power.
After discounting and promotional support the asset is cash neutral at best; large marketing pushes are unlikely to restore meaningful growth, so prune costs and protect residual value through focused lifecycle management.
Lupron Depot
Lupron Depot is a longtime AbbVie workhorse facing newer alternatives and contracting demand as of 2024. Growth is flat-to-declining and share is under pressure from newer agents and generics. Heavy promotion would be inefficient; manage down volumes and reallocate R&D and marketing resources to higher-growth assets.
- product: Lupron Depot
- status: Dog (flat/declining 2024)
- action: reduce investment, reallocate spend
Legacy portfolio under pressure - prune costs, shift spend to high-growth assets
Imbruvica (FDA 2013) has stalled versus newer BTK entrants; recovery would require costly interventions with uncertain ROI. Restasis peaked near $1.9B (mid-2010s) and has declined >90% after generics; maintain minimal support. Alphagan/Lumigan and AndroGel face generic erosion and low growth; Lupron Depot is flat-to-declining in 2024 — recommend cost pruning and reallocate spend.
| Product | Key fact | Status (2024) | Action |
|---|---|---|---|
| Imbruvica | FDA 2013; pressured by newer BTKs | Low growth | Limit spend |
| Restasis | Peaked ~$1.9B; ↓>90% post-generic | Declining | Minimal support/exit |
| Alphagan/Lumigan/AndroGel/Lupron | Generic pressure; flat/declining | Dog | Prune costs |
Question Marks
Venclexta (venetoclax)
Venclexta (venetoclax) is approved in CLL/SLL and AML and benefits from strong mechanistic science and expanding heme-onc use, but it is not yet dominant. As of 2024 there are over 200 ongoing clinical trials globally, underscoring high investment needs in trials, label expansions and access. Commercial returns are building but remain below long-term potential. Prioritize investments where randomized data and MRD/endpoints are sharpest to push toward star status.
Epkinly (epcoritamab)
Epkinly (epcoritamab) is a newer CD3xCD20 bispecific for relapsed/refractory large B-cell lymphoma, FDA-approved in May 2023 and showing EPCORE NHL-1 trial ORR ~63% and CR ~39%. The lymphoma immunotherapy market is expanding rapidly and share for bispecifics is still forming. Successful scale requires heavy clinician education, real-world evidence generation, and payer engagement. Invest decisively to scale or reassess if uptake stalls.
Vuity (pilocarpine 1.25%)
Vuity (pilocarpine 1.25%) received FDA approval in October 2021 and targets a presbyopia market projected to affect about 1.8 billion people by 2050; current adoption remains early. Awareness and day‑to‑day adherence are primary hurdles, requiring upfront promotion and patient education spend. If real‑world persistence rises, prescription growth and revenue inflection are likely.
Durysta (bimatoprost implant)
Durysta (bimatoprost implant), FDA approved in 2020, is an innovative intracameral, sustained‑release option for glaucoma but procedural delivery constraints and corneal safety signals have constrained real‑world velocity and clinician uptake. Market share remains modest and AbbVie does not separately disclose large standalone Durysta revenues in 2024, stressing need for training, access support and stronger outcomes data. AbbVie must either selectively invest in clinician adoption and evidence generation or reallocate resources.
- Tag: Innovative sustained‑release therapy
- Tag: Procedural delivery limits uptake
- Tag: Modest market penetration (post‑approval)
- Tag: Requires clinician training & access programs
- Tag: Needs robust real‑world outcomes data
- Tag: Strategic choice—lean in selectively or pivot
SkinVive by Juvederm
SkinVive by Juvederm sits squarely as a Question Mark in AbbVie's BCG matrix: a microdroplet skin-quality entrant generating strong buzz but still at nascent commercial scale, requiring heavy early spend on injector training and consumer education to drive adoption. Early positioning could create a new subcategory if retention and repeat treatments prove high, so targeted investment is needed to validate repeat behavior before broadening distribution.
- High-launch spend on injector training and consumer education
- Nascent scale; strong buzz but unproven repeat rates
- Potential subcategory creator if retention > industry average
- Recommend invest-to-prove then scale distribution
Prioritize randomized MRD trials and RWE to convert trial breadth into commercial returns
As of 2024 Venclexta has >200 trials and growing heme use but commercial returns trail potential; prioritize randomized/MRD-driven expansions. Epkinly (FDA May 2023) shows ORR ~63%/CR ~39%—scale with RWE and payer work. Vuity targets presbyopia (~1.8B by 2050) but adoption early. Durysta uptake modest; SkinVive needs injector training to prove repeat demand.
| Asset | 2024 metric | Next move |
|---|---|---|
| Venclexta | >200 trials | Invest selective RCTs |
| Epkinly | ORR63% CR39% | RWE/payer focus |
| Vuity | Presbyopia market size | Awareness/adherence |