NBRx (New to Brand Prescription)
NBRx is a more precise signal of true brand adoption than NRx. It captures net new patients starting a brand, making it a critical metric for launch performance and patient acquisition strategies. Comparing NBRx to TRx (total prescriptions) gives a picture of how much growth is driven by new patients versus repeat fills.
TL;DR
NBRx identifies the first time a patient is prescribed a specific branded drug, marking true new patient adoption of that brand.
CATEGORY
Abbreviations
WHO IT IMPACTS
Pharma launch teams, brand strategists, market access teams, and commercial analytics professionals
RELATED TERMS
DEFINITION
NBRx identifies the first time a patient is prescribed a specific branded drug, meaning they have no prior claims history for that particular brand, regardless of whether they have used other therapies in the same class.
WHY IT MATTERS
- Isolates net new patient starts from renewals and refills, making it the clearest signal of true brand adoption
- Critical for measuring launch performance and how quickly a new therapy is gaining ground in the market
- Comparing NBRx to TRx shows whether growth is driven by new patients or by existing patients continuing therapy
- Helps identify which HCPs are driving first time prescriptions, useful for targeting and launch strategy
Example: During a drug launch, a life sciences team might track weekly NBRx volume to gauge how quickly the market is converting to the new therapy and which HCPs are driving those first-time prescriptions.