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Understanding Novartis's product portfolio is crucial for strategic growth. This BCG Matrix preview offers a glimpse into how their products are positioned across the market share and growth rate spectrum. Discover which areas are generating strong returns and which require more attention.
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Stars
Pluvicto (Radioligand Therapy)
Pluvicto, a groundbreaking radioligand therapy for prostate cancer, has experienced remarkable expansion, reaching $1.39 billion in sales for 2024, a substantial 42% increase from the previous year. This impressive performance underscores its strong market traction and potential for future growth.
The therapy's market reach is set to broaden significantly following its Q1 2025 FDA approval for pre-taxane metastatic castration-resistant prostate cancer, establishing it as the first blockbuster drug in the nuclear medicine sector. Novartis is actively enhancing Pluvicto's accessibility by developing new referral pathways and increasing manufacturing capacity to meet global demand.
Kisqali (Breast Cancer)
Kisqali, a key breast cancer therapy from Novartis, is demonstrating robust growth. In the second quarter of 2025, its sales reached $1.2 billion, a significant 64% increase, highlighting its importance as a revenue generator.
The drug commands a leading position in both metastatic and early-stage breast cancer segments, bolstered by strong endorsements in medical guidelines. This market strength is further solidified by US patent protection extending to at least the first quarter of 2031, ensuring continued market exclusivity.
Kesimpta (Multiple Sclerosis)
Kesimpta, a key multiple sclerosis treatment from Novartis, showed impressive growth in Q2 2025, with sales reaching $1.1 billion, a 35% increase. This surge is attributed to rising demand and good market access, a testament to its effectiveness and ease of self-administration.
The strong performance of Kesimpta across all geographical markets underscores its successful market penetration within the neuroscience segment.
Leqvio (Cholesterol Management)
Leqvio, a significant player in cholesterol management, demonstrated robust performance with a 72% surge in constant currency sales during the first quarter of 2025.
This impressive growth is bolstered by a pivotal FDA approval in July 2025 for an updated label, allowing Leqvio to be used as a standalone treatment for hypercholesterolemia. This expansion positions Leqvio as a potential first-line therapy, broadening its market access.
Leqvio's distinct twice-yearly dosing regimen is a key differentiator, designed to significantly improve patient adherence and facilitate sustained management of low-density lipoprotein cholesterol (LDL-C).
- Q1 2025 Sales Growth: 72% increase in constant currencies.
- FDA Label Update (July 2025): Approved for monotherapy use in hypercholesterolemia.
- Market Positioning: Enhanced as a potential first-line treatment option.
- Patient Adherence Advantage: Unique twice-yearly dosing schedule.
Scemblix (Chronic Myeloid Leukemia)
Scemblix, a significant treatment for chronic myeloid leukemia (CML), is showing impressive market performance. In the first quarter of 2025, it achieved a remarkable 76% sales growth in constant currency, indicating rapid adoption by patients and physicians.
The drug continues to hold its position as the global market leader for patients who have failed two or more prior lines of therapy for CML. Furthermore, Scemblix is successfully expanding its reach into earlier treatment stages, a key indicator of its growing clinical acceptance and perceived value.
- Market Leadership: Scemblix maintains global market leadership in third-line plus CML treatment settings.
- Sales Growth: Achieved 76% constant currency sales growth in Q1 2025, reflecting strong market uptake.
- Earlier Lines of Therapy: Demonstrating significant inroads into earlier treatment lines for CML.
- Clinical Endorsement: Supported by a Category 1 Preferred NCCN Guidelines recommendation, enhancing prescriber confidence.
Novartis' Star Performers Shine Bright
Pluvicto, Kisqali, Kesimpta, Leqvio, and Scemblix are all considered Stars within Novartis' portfolio, exhibiting high growth and market share. Pluvicto's sales reached $1.39 billion in 2024, a 42% increase, while Kisqali hit $1.2 billion in Q2 2025, up 64%. Kesimpta sales were $1.1 billion in Q2 2025, a 35% rise, and Leqvio saw a 72% constant currency sales surge in Q1 2025. Scemblix achieved an impressive 76% constant currency sales growth in Q1 2025.
| Product | 2024/Q2 2025 Sales (approx.) | Growth (YoY/QoQ) | Market Position |
|---|---|---|---|
| Pluvicto | $1.39 billion (2024) | 42% | Blockbuster in nuclear medicine |
| Kisqali | $1.2 billion (Q2 2025) | 64% | Leading breast cancer therapy |
| Kesimpta | $1.1 billion (Q2 2025) | 35% | Key multiple sclerosis treatment |
| Leqvio | Significant surge (Q1 2025) | 72% (constant currency) | Potential first-line cholesterol management |
| Scemblix | Significant surge (Q1 2025) | 76% (constant currency) | Global market leader in CML |
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Cash Cows
Entresto (Heart Failure)
Entresto, a cornerstone in heart failure treatment, achieved impressive sales of $2.36 billion in the second quarter of 2025, underscoring its role as a major revenue driver for Novartis. This strong performance positions it as a significant player in the pharmaceutical market.
However, the landscape for Entresto is set to change dramatically. The drug is anticipated to face generic competition in the United States by mid-2025, following a recent legal setback. This development is expected to significantly impact its sales trajectory.
Industry analysts are forecasting a substantial decline in Entresto's revenue, with projections suggesting a potential 50% drop in sales. This sharp decrease is directly linked to the anticipated loss of market exclusivity.
While Entresto has demonstrated robust sales, the imminent threat of generic alternatives signals its likely shift into a mature product category. This transition typically involves slower growth and increased price pressure, characteristic of products nearing the end of their patent life.
Cosentyx (Psoriasis)
Cosentyx, a significant player in the psoriasis market, experienced a slight sales decline of 1% in the second quarter of 2025. This dip is primarily attributed to increased competition from biosimilar alternatives entering the market.
Despite this slowdown, Cosentyx continues to perform strongly, achieving over $1.3 billion in sales in the first quarter of 2024. However, the growth trajectory is moderating as the market matures.
The growing competitive landscape indicates that Cosentyx, while maintaining a substantial market share, is now positioned within a segment characterized by lower growth prospects.
Tasigna (Chronic Myeloid Leukemia)
Tasigna, a key treatment for chronic myeloid leukemia (CML), brought in $1.7 billion in revenue during 2024. However, this figure represents a 10% decrease from the previous year, signaling a shift for the product.
The product is facing increasing competition and the looming threat of generic alternatives set to enter the market around mid-2025. This situation places Tasigna in a mature phase of its lifecycle, where its substantial cash generation is tempered by declining sales trends.
Promacta/Revolade (Blood Disorders)
Promacta/Revolade, a key treatment for blood disorders, generated $2.2 billion in sales in 2024. However, this represents a 2% decrease from the previous year, signaling a maturing market for the drug.
The drug is anticipated to encounter generic competition by mid-2025, a common challenge for established pharmaceuticals. This impending competition is a significant factor in its current market position.
Given its substantial sales figures and the projected slowdown in growth, Promacta/Revolade fits the profile of a cash cow within Novartis's portfolio. It continues to be a significant revenue generator despite market saturation.
- 2024 Sales: $2.2 billion
- Growth Trend: 2% decline
- Future Outlook: Expected generic competition mid-2025
- Market Position: Mature, cash-generating asset
Lucentis (Ophthalmology)
Lucentis, a key ophthalmology drug for Novartis, generated substantial revenue. In 2023, its sales reached $1.475 billion. This significant figure highlights its established position in the market.
As a mature product, Lucentis is likely experiencing the effects of an aging lifecycle. The ophthalmology market is competitive, and the drug faces increasing pressure from biosimilar alternatives. This dynamic often leads to a plateau or decline in growth.
- Lucentis 2023 Sales: $1.475 billion
- Market Position: Mature, established product
- Competitive Landscape: Facing biosimilar competition
- Growth Trajectory: Flat or declining, typical of a cash cow
Novartis Drug Sales: Declines and Challenges
Promacta/Revolade, a vital treatment for blood disorders, generated $2.2 billion in sales for Novartis in 2024. This figure, while substantial, reflects a 2% decrease from the prior year, indicating a maturing market for the drug.
The impending arrival of generic competition by mid-2025 is a key factor shaping Promacta/Revolade's current market standing. Despite these challenges, it continues to be a significant revenue generator for Novartis.
Lucentis, a leading ophthalmology drug, achieved $1.475 billion in sales in 2023. As an established product in a competitive field, it faces pressure from biosimilar alternatives, suggesting a plateau or decline in growth, characteristic of a cash cow.
Tasigna, a critical therapy for chronic myeloid leukemia, recorded $1.7 billion in revenue in 2024, a 10% year-over-year decline. This downward trend, coupled with anticipated generic entry around mid-2025, firmly places Tasigna as a mature product with substantial, albeit declining, cash generation.
| Product | 2024 Sales (Billions USD) | 2023 Sales (Billions USD) | Growth/Decline | Key Factor |
| Promacta/Revolade | 2.2 | 2.24 | -2% | Maturing market, expected generic competition mid-2025 |
| Lucentis | N/A (2023: 1.475) | 1.475 | N/A | Mature product, biosimilar competition |
| Tasigna | 1.7 | 1.89 | -10% | Increasing competition, expected generic entry mid-2025 |
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Dogs
Gilenya (Multiple Sclerosis)
Gilenya, a key multiple sclerosis treatment for Novartis, experienced a significant patent cliff and a surge in generic competition during 2023 and into 2024. This shift dramatically impacted its market position.
In 2023, Gilenya's sales amounted to $925 million, a notable decrease from its earlier peak performance. This sales figure suggests a diminishing market share within the mature and intensely competitive multiple sclerosis treatment landscape.
Gleevec/Glivec (Chronic Myeloid Leukemia)
Gleevec/Glivec, a groundbreaking oncology drug for Chronic Myeloid Leukemia (CML), has transitioned into a mature phase within Novartis's portfolio. After years of facing significant generic competition, its market share has diminished considerably in what is now a highly commoditized segment. For instance, in 2023, while still a recognized treatment, its direct sales contribution to Novartis's top line was a fraction of its peak, reflecting its status as a legacy product with limited growth potential.
Diovan Group (Cardiovascular)
The Diovan Group, a collection of established cardiovascular medications, has seen its patents expire, leading to significant generic competition. This has impacted its market position, with 2023 sales reaching $613 million.
This sales figure suggests a small and likely shrinking presence within a market characterized by low growth and the prevalence of generic alternatives. The group's performance aligns with the characteristics of products in the divest category of the BCG Matrix.
Exforge Group (Hypertension)
The Exforge Group, a well-established medication for hypertension, has transitioned into a mature phase within the pharmaceutical market. Its sales performance in 2023 reached $713 million, reflecting its position as a product with a relatively smaller market share in a segment heavily influenced by generic competition.
Given its genericized status and the competitive landscape, Exforge is not currently a primary engine for growth for Novartis. The market for hypertension treatments is extensive but also highly saturated with numerous affordable alternatives, impacting the revenue potential of branded, older medications.
- Product: Exforge Group (Hypertension)
- 2023 Sales: $713 million
- Market Position: Mature, genericized, low market share
- Growth Outlook: Limited due to competition
Sandostatin (Neuroendocrine Tumors/Acromegaly)
Sandostatin, a treatment for conditions like acromegaly and neuroendocrine tumors, is a well-established product within Novartis's portfolio. Its market is mature, meaning growth opportunities are limited.
In 2023, Sandostatin generated $1.314 billion in sales. However, its growth trajectory is anticipated to be flat or even decline, positioning it as a product with low market growth.
- Product Name: Sandostatin
- Key Indications: Acromegaly, Neuroendocrine Tumors
- 2023 Sales: $1.314 billion
- Market Position: Mature, low growth
Mature Products: Sales and Market Status
Products like Gilenya and the Diovan Group, having faced patent expirations and significant generic competition, now represent established but low-growth segments for Novartis. Their 2023 sales figures, $925 million for Gilenya and $613 million for Diovan, highlight their mature market status. These products are characteristic of the Dogs quadrant in the BCG Matrix, indicating they require careful management due to their limited future potential.
| Product | 2023 Sales (USD millions) | Market Growth | Market Share | BCG Category |
|---|---|---|---|---|
| Gilenya | 925 | Low | Low | Dog |
| Diovan Group | 613 | Low | Low | Dog |
| Gleevec/Glivec | (Legacy Product) | Very Low | Very Low | Dog |
| Exforge Group | 713 | Low | Low | Dog |
| Sandostatin | 1,314 | Flat to Declining | Mature | Dog |
Question Marks
Fabhalta (Rare Diseases)
Fabhalta, a new entrant in the lucrative rare disease sector, received approval for C3 glomerulopathy (C3G) in the first quarter of 2025, following its earlier approval for paroxysmal nocturnal hemoglobinuria (PNH) in late 2023 or early 2024. This positions Fabhalta within a high-growth market, with the rare disease drug market projected to reach $250 billion globally by 2025, according to industry analyses from early 2024.
Although Fabhalta shows considerable promise, its commercial journey is just beginning. As of mid-2024, the drug is still in the initial phases of market penetration, focusing on establishing its presence and capturing market share in these specialized therapeutic areas. Early sales figures for 2024, though not yet fully reported, are anticipated to reflect this nascent stage of growth.
Vanrafia (IgA Nephropathy)
Vanrafia (atrasentan) has emerged as a significant contender in the IgA Nephropathy (IgAN) market, securing FDA accelerated approval in April 2025. This development positions it as a potential 'Star' in the BCG matrix for Novartis, addressing a critical unmet need in a rapidly expanding therapeutic landscape.
The drug's targeted approach to IgAN, a chronic kidney disease affecting an estimated 1 in 100,000 people globally, signifies a high growth potential. While its current market share is nascent due to its recent approval, Vanrafia's innovative mechanism of action and the increasing prevalence of IgAN suggest strong future market penetration.
Remibrutinib (Chronic Spontaneous Urticaria)
Remibrutinib, a promising oral BTK inhibitor, is positioned as a potential high-growth asset within Novartis' immunology pipeline, specifically targeting chronic spontaneous urticaria (CSU). Its global regulatory submissions were completed in the first quarter of 2025, with a US approval anticipated in the second half of 2025.
As a pipeline asset, Remibrutinib currently has no established market share, placing it in the question mark category of the BCG matrix. This signifies its high potential for growth in the immunology sector, but also its inherent risk due to its unproven market presence.
OAV101 IT (Spinal Muscular Atrophy)
OAV101 IT, Novartis' gene therapy targeting spinal muscular atrophy (SMA), demonstrated promising Phase III outcomes in the first quarter of 2025. This development positions it as a potential successor to Zolgensma, the company's existing SMA treatment.
The gene therapy market, particularly for rare diseases like SMA, is experiencing significant growth, with projections indicating a compound annual growth rate (CAGR) exceeding 15% through 2030. OAV101 IT enters this dynamic landscape with the aim of capturing a share of this expanding market.
- Market Potential: SMA affects approximately 1 in 10,000 live births, presenting a substantial unmet medical need.
- Competitive Landscape: While Zolgensma holds a strong market position, OAV101 IT's success will depend on its efficacy, safety profile, and pricing relative to existing and emerging treatments.
- Commercialization Strategy: Novartis' strategy for OAV101 IT will be crucial in establishing its market presence and differentiating it from competitors.
Ianalumab (Autoimmune Diseases)
Ianalumab, a promising anti-BAFF-R antibody developed by Novartis, is currently navigating the critical Phase III clinical trial stage for autoimmune conditions like Sjogren's syndrome and immune thrombocytopenia (ITP). This innovative therapy targets B-cell activation, a key driver in many autoimmune diseases.
With its potential to address significant unmet needs in immunology, Ianalumab is positioned as a strong future growth driver for Novartis, particularly anticipated to contribute substantially in the 2030s. Its development trajectory highlights a strategic focus on expanding the company's immunology portfolio.
- Ianalumab's Mechanism: Targets the B-cell activating factor receptor (BAFF-R) to modulate the immune response.
- Current Development Status: Undergoing Phase III clinical trials for Sjogren's syndrome and immune thrombocytopenia (ITP).
- Projected Growth Impact: Expected to be a significant growth contributor for Novartis in the 2030s.
- Market Position: Currently in the development phase, with market entry contingent on successful trial outcomes and regulatory approvals.
Novartis' Question Marks: High Growth Potential
Novartis' pipeline includes several promising candidates that fall into the Question Marks category of the BCG matrix. These are products with high growth potential but currently low market share, often due to their early stage of development or recent market entry. Remibrutinib, an oral BTK inhibitor for chronic spontaneous urticaria, exemplifies this, with regulatory submissions completed and US approval anticipated in late 2025.
OAV101 IT, a gene therapy for spinal muscular atrophy, also fits this profile. Following promising Phase III results in early 2025, it aims to build on the success of Zolgensma in a market with a CAGR exceeding 15% through 2030. Ianalumab, an anti-BAFF-R antibody for autoimmune diseases, is in Phase III trials and is expected to be a significant growth driver in the 2030s, highlighting its current status as a question mark.
| Product | Therapeutic Area | Development Stage | Market Potential | BCG Category |
|---|---|---|---|---|
| Remibrutinib | Chronic Spontaneous Urticaria | Phase III / Regulatory Submission | High (Immunology) | Question Mark |
| OAV101 IT | Spinal Muscular Atrophy (SMA) | Phase III / Potential Launch | High (Gene Therapy) | Question Mark |
| Ianalumab | Autoimmune Diseases (Sjogren's, ITP) | Phase III | High (Immunology, 2030s growth) | Question Mark |
BCG Matrix Data Sources
Our BCG Matrix is constructed using a blend of internal financial statements, external market research reports, and competitor analysis to provide a comprehensive view of product portfolio performance.
