Erbitux TAILOR-Made For China First-Line mCRC Market, But Brand Recognition Merck’s Real Goal?

Merck's plans to penetrate the Chinese market further with its anti-EGFR cancer therapy Erbitux have received a boost with the Phase III TAILOR trial showing significant benefits when used first-line in metastatic colorectal cancer in this population.

Merck KGAA says it will work to make Erbitux (cetuximab) available for patients in China as a first-line treatment for metastatic colorectal cancer (mCRC) as soon as possible. But it seems that the real benefit for the German company of any label expansion will be in helping build its brand presence in China rather than in absolute sales.

Erbitux was first approved in China for use in combination with irinotecan or as a single agent for mCRC refractory to irinotecan in 2006, but the standard first- and second-line...

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