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Pharma Product Launch Tracker: HCPs welcomed monotherapy approvals and signalled growing interest in combination treatments

15.12.2025 | Insight

Pharma Product Launch Tracker: HCPs welcomed monotherapy approvals and signalled growing interest in combination treatments

Between September and November 2025, CREATION.co analysed just under 6,500 mentions of launches and approvals of products by over 3,000 HCPs on public social media. While multiple spikes in HCP conversation emerged around past and recent approvals, our analysis focused specifically on observed HCP sentiment toward the most recent ones.

  1. Metastatic Breast Cancer

On 25 September, Eli Lilly announced the FDA’s approval of imlunestrant (Inluriyo) for patients with ER-positive, HER2-negative, ESR1-mutated advanced or metastatic breast cancer. Shortly after, more than 60 HCPs in over 80 posts mentioned the approval on social media. For instance, influential medical oncologist, Paolo Tarantino shared the Eli Lilly press release on X, announcing the update and celebrating the fact that “we have a new approved oral SERD!” 

 

Additionally, Tarantino noted that there are “still no approved combos in this setting — but it’s a matter of time.” Similar reactions were observed from other HCPs who expected the combination therapy of imlunestrant + abemaciclib to be approved. Breast cancer specialist, Harold Burstein welcomed the well-tolerated monotherapy but also noted that it was “interesting that FDA did not approve the combo of imlunestrant/abema, which was active in the same trial.” In response to his post, another medical oncologist stated that “I was honestly expecting an approval for the combo too” based on the efficacy data. These posts reflect how HCPs are anticipating and awaiting for the FDA to approve the dual therapy soon and serve as early indicators of HCP sentiment toward the novel combination treatment.

2. Lupus Nephritis

On 19 October, Genentech announced the FDA approval for its lupus nephritis therapy obinutuzumab (Gazyva). More than 90 HCPs welcomed and discussed the approval in over 130 posts on X.

Rheumatologist, Donald Thomas shared an infographic in celebration of the approval and reflected that “Our patients now have even more hope.”

Donald Thomas’ post was amplified 7 times by other HCPs and garnered over 3,500 impressions. This enthusiasm towards the approval was echoed by other specialists, including a nephrologist who stated that the approval represents “one step forward to improve LN patients’ outcomes!”

In addition to celebrating the regulatory milestone, HCPs also engaged deeply with the data that supported the decision. Across more than 60 posts, HCPs discussed the REGENCY trial which led to the approval of obinutuzumab. Mafer Zavala’s summary infographic of the phase 3 trial outcomes was widely reposted by more than 20 other HCPs and generated over 7,500 impressions. The strong engagement around this trial underscores the high level of interest in the efficacy and safety of the therapy and its potential to influence future management of lupus nephritis.

3. High-Risk Smoldering Multiple Myeloma

Furthermore, HCP conversation about approvals spiked following the approval of Janssen’s daratumumab and hyaluronidase-fihj (Darzalex Faspro) on 6 November. Over 115 HCPs in more than 150 posts shared the approval news. Oncologist Vincent Rajkumar recognised the milestone by highlighting that the approval was “HISTORIC AND PARADIGM CHANGING” as it was “the FIRST ever treatment approved for this indication.” This post alone was shared by over 30 other HCPs and received more than 34,000 impressions.

As HCPs discussed incorporating this drug into their clinical practice, one HCP posted a comprehensive thread. In his commentary, he stated “always involve patients in the discussion—review benefits, risks, and be transparent about the AQUILA study.”  Furthermore, he educated his audience on how to administer the newly approved therapy and also answered common patient questions.

These conversations among HCPs illustrate how social listening captures real-time clinician reactions, from recognising milestones to identifying practical considerations for implementation. They show how HCPs frame new data, what information they disseminate, and how they incorporate patient perspectives into clinical decision-making. 

4. Acute Myeloid Leukemia

Moreover, HCPs reacted positively to the FDA’s approval of Kura Oncology’s ziftomenib (Komzifti) for the treatment of acute myeloid leukemia on 13 November. More than 30 HCPs in over 40 posts mentioned the approval on X. Leukemia specialist, Talha Bada welcomed the approval and recognised how this was “exciting news for our leukemia patients!” In his post, he also summarised the key findings of the KOMET-001 trial which led to the approval. Once again, HCPs used the approval moment to revisit the underlying evidence, demonstrating their interest in closely examining the therapy’s efficacy and safety profile.

Haematologist, Amer Zeidan also celebrated the news as “fantastic” and “a big win for our patients and #AMLSm field.” In his post, he also mentioned that he was “very excited about the combination treatments that are being run with #ziftomenib.” Posts, such as these, can provide early signals into HCP perceptions around new combination treatments and the evolving treatment landscape.

If you want to find out more about what HCPs are saying about your product, or some of the HCP attitudes and sentiments online and have these insights at your fingertips, find out more about our DOL Finder application.

Each quarter, CREATION.co tracks the HCP conversation relating to new product launches.

You can keep up to date with this and a variety of other topics including virtual congress, healthcare changes since the pandemic, product development and therapy area-specific insights within the Tracking section of CREATION Knowledge, or sign up to receive our monthly eJournal with all of our latest HCP insights. 

To stay up to date, you can sign up to CREATION.co’s monthly eJournal.

Methodology

  • CREATION Pinpoint® listened to the discussions amongst online HCPs of pharmaceutical product launches and drug approvals between 1 September and 30 November 2025.  
  • The data included mentions of drug approvals by the FDA, EMA, MHRA, NICE, and CHMP, as well as HCPs’ use of the phrase ‘drug approval’ in their posts.
  • Between 1 September and 30 November 2025, over 3,000 online HCPs worldwide made more than 6,500 references to new pharmaceutical product launches and drug approvals. 

 

 

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Meet the Author

Jessica Fernandes

After attaining a 1st class degree in Theology from Durham University, Jessica returned to Kent to join the graduate programme here at CREATION.co. She uses her research and analytical skills to inform health strategy and serve clients.

Outside of work, Jessica loves to travel and visit historical landmarks. She also enjoys mini-golf and going out for brunch with friends and family.