What Marketers Should Learn from Skyrizi and Rinvoq

AbbVie just delivered another strong quarter and the numbers speak for themselves. With global net revenues of about $15.78 billion in the third quarter, the company saw growth of 9.1 percent compared to the same period last year. What really stands out is the performance of its newer immunology drugs. Skyrizi brought in roughly $4.71 billion in the quarter and Rinvoq around $2.18 billion.

Because of this momentum, AbbVie raised its full-year 2025 profit forecast, moving adjusted diluted EPS guidance from the previous $10.38–$10.58 up to a new range of about $10.61–$10.65.

For pharma marketers, this has meaningful implications. It shows that the shift from legacy brands toward newer, growth-driving medicines is real and accelerating. Skyrizi and Rinvoq are now central to AbbVie’s growth story and that means investment and focus are moving accordingly. Knowing that the manufacturer is locked into strong growth in immunology signals where attention, budgets, and promotional activities may flow.

It also underscores how critical it is for marketers to align with where the brand power sits. When a company raises its profit outlook because certain products are performing strongly, every piece of marketing for those products becomes more strategic. Campaigns, content, channels, and targeting need to reflect that the brand is no longer supplementing a legacy offering but actively building the future.

From a message strategy view, this means being attuned to the fact that physicians and healthcare professionals are seeing this market shift too. As AbbVie pivots, others will follow. A marketer should not just broadcast that a product is established, it’s about positioning it as evolving, trusted, and forward-looking. The fact that Skyrizi and Rinvoq delivered such results gives the marketing team permission to lean into innovation, relevance, and differentiation with confidence.

On the practical side, this kind of performance gives more room for experimentation. When a company hits its stride, it can invest in richer narratives, deeper engagement, and more channels—and marketers should consider doing so. But the flip side is also important: gaining momentum means the audience will expect engaging, high-quality content and a seamless experience. It’s no longer enough to simply restate features. The brand has to speak with credibility, clarity, and context.

In short, the AbbVie story is a proof point for pharma marketers: growth is happening, but it demands alignment, sophistication, and agility. Marketers who recognize that their products are part of a dynamic ecosystem of innovation will be best positioned to support that growth. The taxonomy is shifting from legacy to launch, from support to sprint. And in that environment, smart marketing isn’t just a nice to have—it becomes indispensable.

G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals, offering various advertising solutions. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.   

Contact us today to learn more: Contact@g-med.com