Pharma Voice Niche Busters September 2010

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  • 1. BY ROBIN ROBINSONNICHEBUSTERS vs.BLOCKBUSTER$T Following the science instead ransformation in the industry is every- where, driven by healthcare reform, The Industrys Failed Responses of the money will warrant a increased regulatory scrutiny, patent to a Changing Market expiry cliffs, and thinning pipelines. IMS LISTS FIVE REACTIVE STRATEGIES radical shift in commercialThe old ways of doing anything drug PHARMA COMPANIES HAVE EMPLOYED TOdevelopment, drug research, sales, marketing, model strategies.launch activities, market research are noFIGHT THEIR DECLINING BOTTOM LINE,longer effective and need serious revamping. NONE OF WHICH, ACCORDING TO Enter the nichebuster model a businessparadigm that involves following the science ofANALYSTS, MEET WITH MUCH LONG-TERMa disease to determine where a drug can inter- SUCCESS, FURTHER PROOF THAT Avene along its pathway to create a positive treat- PARADIGM CHANGE IS NEEDED.ment outcome for a smaller population of I ACQUISITIONS: There is no evidence thatpatients. The model isnt new; companies have mergers add value in the long term. been looking to smaller targeted indica- tions, sometimes as added indications Although in the short term companiesDrug for their blockbuster drugs, for morebenefit from removing overlap, funda- companies arethan 10 years. What is new is themental issues remain post merger.recognizing that the industrys increased focus on rein- I REDUCING THE SALESFORCE: Althoughold model is changing and venting its commercial strategies, this was a reasonable method for improv-the change will be for theand the nichebuster model hasgood.moved front and center of this ing investment returns in the short term, focus.its been insufficient to change the unhap-BILL LITTLEDelta Marketing A recent IMS Health specialpy course of P&L trends. report, Understanding New Com-I INVESTING IN PHARMERGING MAR- Dynamicsmercial Models in the Pharmaceutical KETS: The worlds pharmerging markets Industry, shows that the industry has have decidedly strong growth prospects, been trying outmoded methods for buildingrevenue over the past few years with no dis- yet the numbers will not be large enough cernable positive outcome.in the next five years to fill the gap. According to Sydney Clark, VP, practice I RESTRUCTURING THE ORGANIZATION: leader for commercial effectiveness at IMSThis could be a good first move if the goal MarketingHealth, maximizing the efficiency of commer- is to operate against fundamentally differ-cial operations is standard fare for companies will be less aboutent metrics.operating in a difficult economy with bud-Product A vs. Product Bget constraints. Yet, because the biophar-I EMPLOYING A NEW MANAGEMENTand more about where ma world is being upended, creating TEAM: In actuality, what is needed is newdoes the product fit into thecommercial efficiencies is no longer sim- thinking, not necessarily new leadership.overall therapeutic course. ply about managing costs; its about DR. RICHARD VANDERVEERdevising a new commercial model thatSource: IMS Health report, Understanding NewGfK better leverages available or yet-to-be-dis- Commercial Models in the Pharmaceutical Industry.covered approaches to suit the new marketFor more information, visit imshealth.com. reality.32 September 2010 PharmaVOICE

2. PhysiciansNICHEBUSTERSare losing their power, and payers aregaining power, which isThe niche-creating a more competitive buster commerciallandscape with tightermodel will require both regulations and a tougher science and marketing tolaunch environment. align. SYDNEY CLARK GIL BASHE IMS Health Makovsky + Company There will need to be avery considered These attempts fail because they miss the covered a number of indica- approach to balancing the fundamental issue, Mr. Clark says.tions for the treatment of need for rigor vs. market The landscape has changed and the tried- other acute leukemias and research spend. and-true methods do not work, he says. Phar-other disorders there have JULIANA MASTROSERIO ma companies need to operate in a more inte-been four to five additionalJohnson & Johnson grated fashion with more internal coordinationindications outside of the oncolo- instead of looking at their commercial model in gy area and some of these turned isolation or making changes piecemeal. out to be bigger than people expected. Developing a new commercial model is oneThey are all considered niche indications but component of what should be a very broad andwere sequentially built out of that one pro- coordinated response that includes R&D port-gram. folio management, pharmerging market pres- ence, and overreaching business models. The Impact of the New Paradigm The shift will not be made quickly, howev- er, says Sushiel Keswani, executive director, on Commercial Activity advisory services, life sciences customer The industry is in the early stages of inves- domain, for Ernst & Young Advisory Services.tigating new commercial models to meet thecally change the playing field as the value Companies will have to maintain their cur- needs of the emerging nichebuster environ-proposition moves from developing drugs to rent course for a while, because niche marketsment. With new market realities coming into delivering healthy outcomes. require new capabilities and new services and,play, changes will have to be made, and somePayers, with respect to reimbursements, most importantly, new ways to secure reim-of them may be drastic, our experts say.will be in the driver seat, not physicians, says bursement, he says. A major shift requires aAccording to IMS Health, in less than fiveMr. Keswani. Reimbursement will become long-term strategy and those companies that years, companies in the mature markets will bethe key driver for success in the niche mar- have the coffers will invest first, and once they forced to evolve their commercial practices inket. realize the value, more will follow. But even fundamental ways. Our experts discuss how Companies that adopt a nichebuster model then, the shift will not be from one model to companies can be prepared for transformations will have to prepare for a major paradigm shift another, but more of a hybrid of the two.in marketing and sales, market research, andthat involves proving comparative effective- According to Trevor Mundel, global head ofthe need to develop relationships with payers.ness and healthy outcomes to payers and man- development at Novartis, the nichebusteraged care organizations that their drugs should model has emerged, in some ways, uninten- PAYERSbe the preferred therapies on formularies. Mr. tionally, stemming from researchers following The single biggest change facing the indus- Keswani says pharma companies will also need disease pathways of established indications and try is the shift of power to payers from physi- to build new capabilities and learn how to discovering smaller indications that fulfillcians. As payers become the gatekeepers for negotiate the reimbursement landscape. unmet needs of a smaller, targeted population.determining which drugs reach patients, com-Another challenge to this new model will He cites, for example, Novartis Gleevec, panies will need to target sales and marketingbe the need to prove the value of one drug over which started out as a niche drug and then with efforts accordingly.its competition. further testing, was found to treat other indica- According to the Ernst & Young report,Proving comparative effectiveness requires tions both in and out of the leukemia family of Progressions, Pharma 3.0, sales strategies will having mechanisms and capabilities in place to diseases. Gleevec was first approved in 2001 fortarget payers rather than prescribing doctors measure outcomes, and that is a major chal- adult and pediatric chronic myelogenous and pharma companies will focus on compara- lenge for pharma, Mr. Keswani says. leukemia (CML) and for the treatment of a raretive research to generate data specifically for As a result of comparative effectiveness, the form of cancer called gastrointestinal stromalthat purpose. In the report, Ernst & Youngniche model is going to require a focused effort tumor (GIST). refers to the emerging commercial model as thenot only on what population to target but what This was a niche population at the time,healthy outcomes model driven by healthcare population not to target. Mr. Mundel says. When we started that pro- reform, demographics, personalized medicine,Companies will need more data to prove gram for CML there were only about 30,000 health information technology, and the rise ofclinical and economic value of their drugs and patients; this is a very targeted group. We dis-the superconsumer. All these factors will radi- the decision-making becomes more complicat- PharmaVOICE September 201033 3. The industry is struggling with thehurdles of theharmonious marriage ofscience and money.The old model that TREVOR MUNDELserved the industry soNovartis well for 20 years isnt working today and new opportunities need to beevaluated. HARRIS KAPLANHealogix ed, Mr. Clark of IMS Health says. Pharma concepts, journal Marketers will have to identify where a companies need to make these decisions early onads, sales messaging, product fits in an overall treatment program in the process and they need to make sure theyand other traditional sales communicationand what to offer physicians to show which have the data to convince stakeholders that the methods will likely need to evolve to be a morepatients are best suited for the product and how drug will be differentiated in the marketplace.clinically oriented strategic partner.they will benefit. According to Bill Little, president of DeltaGil Bashe, executive VP at Makovsky +Make my product the No. 1 selection for Marketing Dynamics, federal and state legisla-Company, says such a model will require sci- hypertension is old speak, Dr. Vanderveer says. tors are going to shape what the industry isence and marketing to align. In the block- We are headed into an era of outcomes data able to do in terms of sales and marketing, sobuster model, science is very separate from thethat will identify the patients best suited for the as a result, companies will start moving toward marketing side of the business, however, treatment and how the treatment will make the a value-based comparative effectiveness model.nichebusters require a different set of skills overall therapy efficient and effective. Drug companies are recognizing that theand a different type of organization where sci- old model is changing and will change for ence, advocacy, policy, and reimbursement areSALES good, Mr. Little says. Companies will be mov- more important than the physical aspects ofAs the paradigm shift moves through the ing from a blockbuster model into a nichebuster traditional marketing, he says.different sectors, traditional sales models will model, because its better to own a space with aConsumers are very wired into patient and also be impacted. smaller population of patients than to add onephysician networks and have become veryIn my opinion, salesforces will likely con- more product to a large mature market withsavvy, so patient-access programs become tinue to be cut back, Ms. Mastroserio says. many other brands. much more important from the moment theThose sales reps who remain will need to product is launched, Mr. Bashe says.become more specialized as their customers MARKETING There will be a need for stronger market-change. Whether a product is adopted is more Marketing efforts will become more target-ing staff on the reimbursement end to deal likely to become the province of payers rather ed and the focus will shift from the product to with both private and government payers. than physicians. Physicians may be required to the overall health of the patient, our experts say. Advertising for these products may becomeseek product education through other means There is a move toward personalizedless important in the marketing mix over the rather than through a traditional sales rep. medicine, driven by payers unwillingness tolong term, but digital communications, edu-The cutbacks in salesforces over the past fund branded pharmaceuticals uniformly across cation, ongoing science, and scientificfew years are examples of the industry trying to all patients, says Harris Kaplan, president andexchange will become much more important.adjust to a new paradigm without making CEO of Healogix. As a result, product mar- Advocacy is also important and compa- fundamental changes, Dr. Vanderveer says. keters need to be prepared to narrow their focus, nies will have to make sure patients have a lis- The role of the sales rep needs a major rethink- which means the old marketing model thattening post, Mr. Bashe says.ing, not a modification. served the industry so well for 20 years wontOther changes in marketing strategy will Reducing salesforce numbers by 10% is work very well in the future, and new opportu-include a shift to providing services, such as tweaking the model, but that doesnt get to nities need to be evaluated in the context of a compliance programs, as part of a holistic the root issue, Dr. Vanderveer says. world where payers often hold the keys to the treatment program as opposed to just selling a Changing the role of pharma sales reps kingdom. bottle of pills, says Richard Vanderveer, Ph.D., would be what he calls disruptive change and Juliana Mastroserio, senior manager of mar- CEO of GfK Healthcare. most people are resistant to that much change. keting research at Johnson & Johnson, has onlyMarketing will be less about Product A vs.When we talk about changing to a com- worked on products intended for large patient Product B and become more about determin-pletely new paradigm, there is a tremendous markets and a broad physician base of support,ing where a product fits in the overall thera- temptation to cling to the here and now but she expects the industry to start movingpeutic course and what else should be done inbecause it is the known, Dr. Vanderveer says. toward niche marketing, as fewer drugs areterms of patient compliance programs and toHowever, disruptive change is what it will likely to achieve the billion-dollar plus status. support the product, Dr. Vanderveer says. take to revamp the sales role of the future. The Successful companies will learn how to There is a tremendous opportunity to expand industry has reduced the numbers, but the reps become more nimble, make decisions faster,beyond a bottle of pills into a complete treat-are still doing the same thing. We have not and adopt different marketing strategies andment program and by using in-depth spent any time thinking about what it is that tactics, Ms. Mastroserio says. Advertisingexploratory market research; the industry canthe rep of 2011 and beyond should be doing. agencies accustomed to producing ad/visual aidcreate a very different business model. Mr. Kaplan from Healogix agrees. The rea-34September 2010 PharmaVOICE 4. Developed by: THE LARGEST AND MOST INTERACTIVE PharmaVoice readers saveECOMMUNICATIONS MEETING IN NORTH AMERICAFor:Save $400Quote PV when you register5th Annual eyeforpharma eCommunications and Online Marketing Summit 2010 November 8 - 9, 2010 Boston Hyatt Harborside, USA - www.eyeforpharma.com/ecomm/pharmavoiceRevamp Your eCommunications Strategy: What Really Revamp Your eCommunications Strategy: What Really Makes Your Customer Tick? Your Not Not just the usual suspects:usual We're We're going to take you on a journey to ensure you:journey DavidDavid SternExecutive Vice PresidentExecutive Vice PresidentEMD SeronoSerono Know your customer: Examine stakeholder and patientstakeholderpatient behavior, understand what your customer needs and hear from behavior,what your customer fromWalter ChristensenWalter physicians themselves about how they think physicians themselves about howSenior Vice PresidentSenior Vice PresidentNeurometrixNeurometrix Reach Reach your customer: Engage your audience with mobile your audience with mobileCynthia NorthCynthia North marketing and apps, foster communication via your website and marketing apps, foster communication your websiteConsumer MarketingConsumer Marketing provide content and services to meet physician demand provide content services physician DirectorDirectorBayerBayerChristine CoyneCoyne Interact with Interact with your customer: Understand how to develop aUnderstand how developSenior Director, AdultSenior Director, Adult social media program in corporate and brand communications social programcorporate communications EndocrinologyEndocrinologyEndoEndo Pharma and how to measure success how successShwenShwen GweeDigital StrategyDigital Strategy and Bring Value: How Bring Value: How to ensure your customer derives value fromyour customer derives value fromSocial MediaSocial Media LeadVertex PharmaceuticalsVertex Pharmaceuticals your online and virtual marketing e orts your online virtual marketing ortsPaul ButcherPaul ButcherDirector ofDirector of"A"A very useful meeting, the speakers were excellentuseful meeting, speakersexcellent CommunicationsCommunicationsCitiCiti andand the content was relevant."contentrelevant."Preeti Pinto Pinto Ruth Clements, Director, Bayer Ruth Clements, Director, Bayer Executive Director,Executive Director,PromotionalPromotionalRegulatoryARegulatoryA airs ryAAstraZenecaAstraZenecaDiamond Sponsor: Gold Sponsors: Sponsors: Workshop Sponsors:Networking Reception Sponsor: eception Sponsor: Gold Exhibitor:Exhibitor:Supporting Partners:Supporting Partners: Open now to see the full agenda and speaker faculty fullfaculty PDF created for: Lauren Unger (lunger@makovsky.com) 9/2/2010 5. Developed by:Not just another social Here goes campaigns. Don't forget, it's also a key opportunity to rub shoulders with the keymedia conference. I have invited the most forward thinking thought leaders in the space, beware sparks will y!leaders in the industry to discuss more thanI promise.just whats out there and what theyre doingin the space. They will also give you case This is a unique o ering in a crowd ofHow many social media conferences havestudies, for example how to launch a branded conferences that just focus on one channelyou been contacted about so far this year?app, or what SEO strategy to adopt for the or aspect of your overall marketing goal. It'sTwo hundred billion? Thought so. Thebest ROI. Beyond that, I have invitedsimple, I want you to be able to take stock ofmarket is abound with social media meetings speakers from big pharma all the way toyour overall eMarketing e orts, consolidate plus because its social media its deemedmicro pharma, medical device and and start 2011 with fresh impetus and theappropriate to contact you incessantlydiagnostics companies, healthcareknowledge to really push the envelope.through every channel you actually used tocompanies and and other regulatedlike using. Youre thinking this is justindustries. This is designed to o er you a Be a part of it.another face in the crowd, right? Wrong.broad range of perspectives and anoverarching look at what can be achievedThe rapidly changing face of web, search, with any budget in any part of the industry.social media, and with mobile now comingto the fore, its getting harder to decideLinking online and o ine techniqueswhich channels to focus on. Then you need sounds simple so why isnt everybodyto successfully integrate it into yourdoing it? Integrating the two is a sure reClaire Pooletraditional marketing campaign. I know howway to instantly make your overall marketing Vice Presidentoverwhelmed with information you are, so Icampaign cohesive and ensure you are eyeforpharmawant to take a di erent perspective on thecapitalizing on and marketing every aspectusual topics, look at the challenges and then of your brand or product. The rst step on Check the website for more information:show you how to put some solutions into this journey is to hear from the people whowww.eyeforpharma.com/ecomm/action. are making it happen. Successfully.pharmavoiceeComunications 2010 is the highlight of theindustry calendar for all professionals whoare serious about the future of their Some new faces, some well known faces - all industry experts:well known all industry David David Stern Walter Walter Christensen Paul ButcherPaul Butcher Cynthia North Cynthia NorthPaulPaul Kang Preeti PintoPinto Executive Vice President Vi Executive Vice PresidentSenior Vice President of Senior Vi President ofViceDirector ofDirector ofConsumer Marketing Consumer Marketing DirectorDirectorExecutive Director,Executive Director, EMD SeronoGlobal Sales Global Sales CommunicationsCommunications Director Director Pzer Promotional RegulatoryPromotional Regulatory Neurometrix NeurometrixCitiCiti Bayer BayerA airs airsAstraZeneca Marc Monseau Monseau Ruth Clements Ruth ClementsChristine CoyneCoyneShwen Shwen Gwee HeatherHeather BerthaMark LightowlerMark Lightowler Director of Media Director of Media Director Director Senior Director, AdultSenior Director, Adult Digital Strategy and Digital Strategy and Senior Product DirectorSenior Product Director Global Brand DirectorGlobal Brand Director Relations Relations Bayer BayerEndocrinologyEndocrinologySocial Media Social Media LeadAtonAton Pharma Respiratory FraRespiratory FranchiseFranchise Johnson Johnson Johnson & JohnsonEndo PharmaVertex Pharmaceuticals Vertex Pharmaceuticals NovartisNovartis Simon GoldbergGoldberg Harold Johns JohnsDave BierutDave BierutJohn Vieira John VieiraHaya Taitel-BeckerHaya Taitel-Becker TaiHank ParishParish Director, Electronic Director, ElectronicManager Global Web Manager - Global Web Associate DirectorAssociate Director Senior Director Senior Director -Group Product DirectorGroup Product DirectorVice PresidentVice President Communications, Communications, Solutions Worldwide Solutions - Worldwide Wo Integrated MarketingIntegrated Marketing Marketing Operations Marketing Operations Ortho-McNeilOrtho-McNeilDoctor Directory Corporate Public Corporate Public A airsairs Commercial Commercial CommunicationsCommunications and Strategic Services and Strategic Services PharmaceuticalsPharmaceuticals Abbott AbbottPharmaceutical Pharmaceutical ITGenzyme Biosurgery Daiichi Sankyo Johnson Johnson Johnson & Johnson ForFor the most up to date information visit: update information visit: www.eyeforpharma.com/ecomm/pharmavoice www.eyeforpharma.com/ecomm/pharmavoice 6. Developed by: WHAT WE'VE GOT IN STORE FOR YOUNEW FOR 2010 Day One November 8Day Two November 9 A new-look interactive Key learnings Key learnings agenda tailored to whatKnow your CustomerReach your Customer (continued)you need to hearHow the healthcare landscape isFoster communication with youra ecting customerwebsiteWhat makes the consumer/patientSEO to ensure you customer can nd Our largest meeting to datetick?youwith 250+ attendees Examine physician behaviourDTC 2.0: how to ensure the time isKey Opinion Leader panel: Howright to engage Attendees from acrossphysicians think Content and services to meet Physician demand Pharma, Biotech and e-SamplingReach your CustomerMedical Devices andThe impact of no FDA regulationsDiagnostics Integrate online and o ine marketingInteract with your CustomerKey trends in mobile marketing Leverage data to understand andHear from 30 of the most interactHow to launch a mobile App How and why to use social media? respected voices in theCustomer engagement with mobile Integrate social media in a denite wayindustry Wireless Health in patient supportNetworking cocktailNetworking cocktailprograms More exciting networking reception sponsoredreception sponsoredby:opportunities than ever NETWORKING AND EXHIBITION Even for a meeting discussing eCommunications, there's no substitute for face to face networking Over 250 leaders and innovators with a keen interest in eCommunications will be in the same room as you with the same goals in mind: ideas exchange and network building. We know how important it is for you to have this time to connect, so we've made sure enough has been factored in. 10+ hours over the 2 days. No other event can provide you with this amount of business focused networking with some of the most inuential people in your eld.The only exhibition oor youll need You want to hear about new products and solutions, but you don't want to be sold to. You want to understand how products work and see them in action, but you still want some down time during breaks. We know. That's why we only invite leading solution providers to collaborate with us and pride ourselves on maintaining the integrity of their involvement. With that in mind space is strictly limited. If you are interested in reading more about which solution providers are joining us this year, please go to: www.eyeforpharma.com/ecomm/event-sponsors.shtml I learned a tremendous amount and learned tremendous amount and It It was great to network with great network with thought speakers and panelists were thought speakers and panelists were a pharma colleagues pharma colleagues who havehave very high quality. A really informative high quality. really informative ty. session. session. similar issues and challenges. similar issues and challenges. Leslie Heyison, Director Leslie Heyison, DirectorJennifer Merrick, Interactive Marketing Manager Jennifer Merrick, Interactive Marketing Manager PzerRocheRocheForFor more information on networking opportunities visit: informationnetworking opportunities visit:www.eyeforpharma.com/ecomm/pharmavoicewww.eyeforpharma.com/ecomm/pharmavoice 7. Developed by: Day One - November 8, 2010 integrated digital and sales force strategiestactics that make sense for your brand and Session 1: Know Your Customerfor more e ective physician access,your customer, not just those that areengagement and relationships standard procedure Mark Gleason, Senior Vice President, Get clarity in the chaos: An overallCorporate Development, Aptilonsounds simple, why isnt everyone doing it? perspectiveHeather Bertha, Senior Product Director,Aton Pharmaevolving Healthcare Environment a ectsBiopharmaceutical marketing and theKey Opinion Leader PanelPANELphysician/patientKnow your audience: How physicians thinkDialing into the future: Mobile trendsincreasing the value proposition to yourand implications for Pharmaaudience (including how to leverage the physician: Q&A sessionBlogosphere) brand and customer and what we canon-line and virtual information to ensureexpect in the next 3-5 yearsideas, beyond individual products toyou are working optimally to understandintegrate franchises and brands and connect with themand why this channel will become so David Stern, Executive Vice President, EMDimportant to connect with your customer Seronoe-technology to understand how this information can be used tacticallyapplications present and how they will Moderator - Hank Parish, Vice President,boost your customer engagement What makes your customer tick? Doctor Directory Paul Kang, Director, Pzer Storytelling as a key weapon in your Joined by 4 physicians to discuss their arsenal experiences with digital communicationsPlease turn ON your cell phones:your eCommunications plans to connect Launching a Mobile App in Pharmawith the humanity of your customer No crystal ball? Trends that will a ect the MS community and the rst unbrandedconnect with your customer more your customer in 2011 app in the hemophilia A community: howe ectively were these promoted within thetrends are on the horizon and how they willcommunity and to the sales force?inuence your planning importance for a patient to get behind their disease and your productdecision to build a branded vs. unbrandedinuencing decision making?asset and what the challenges and benets Mark Lightowler, Global Brand Director Respiratory Franchise, Novartis are shifting to strong patient engagement Storytelling blogger: Brian ODonnell, Executive Vice President a legal, medical and regulatory perspective www.newbrandstories.wordpress.com Interactive Services, KlickCynthia North, Consumer MarketingDirector, Bayer Embrace open communication and Ruth Clements, Director, Bayer engagement with customers in a regulated industry: a banking Session 2: Reach Your Customer Mobile: a wonderland for your brand perspective Still no FDA guidance: Lets move communications and innovative ways toof nancial services to develop a scalable leverage mobile marketing to reach yourglobal framework to leverage social mediaforward target audience channels and how to develop and share hearing really how close are we to a your customer when you capture thembest practicesregulated environment? with mobile marketing social media framework and governance for online purposes to self-regulate your mobile can bring to your overallsurrounding internal and external socialsocial media e orts to connect with your multi-channel marketing campaignmedia use customer?Ryad Ali, Associate Director, eStrategy, Paul Butcher, Director of Communications,by allocating resources to regulated andNovartis Oncology Citiaccessible areas, rather than waiting forFDA guidelines The evolution of physician behavior: Preeti Pinto, Executive Director, Promotional Implications for new digital physicianRegulatory A airs, AstraZeneca access models quality engagements with high value Cover all your bases: Integrate onlinephysicians and o ine tactics address your online coverage challenges to work harder for your product and ensurethat your coverage reaches the customerfrom every angleFor the latest agenda updates visit: www.eyeforpharma.com/ecomm/pharmavoice 8. Developed by: Day Two - November 9, 2010 What has your website done for you lately?Session 3: Interact withSocial Media? More like PANELYour Customer non-social mediaconsumers online and how to make yourwebsite the destination for information and The 411 on 1:1 the case (study)media without it becoming an entirelydialog defunct channel because of screening orcontinues. fully censored interactionthe market is optimal and implement acustomers and get the answer to thecomprehensive SEO strategy to ensure youradvantage of social media and put the timeimportant question: Now what?customer can nd you and resources to moderate and monitorbrand challenges: such as leveraging conversations?communication and develop a relationshipattitudinal data to developwith your customerinto your overall eCommunications plan.micro-segments Harold Johns, Manager - Global Web With governance issues, what can you Solutions, Johnson & Johnson venues to maximize customer really do right now?understanding and avoid intellectual Shwen Gwee, Lead, Digital Strategy and Direct To Consumer 2.0: How to zig hydroplaning Social Media, Vertex Pharmaceuticals when everyone else is saggingRob Liko , CEO and Co-founder, GroupSilja Chouquet, CEO, whydotpharmaDCA Other industry panelists TBC please checkengage patients and consumers with theHaya Taitel-Becker, Group Product Director, the website for detailsreview of your brands lifecycle stages Pricara Div of Ortho-McNeilPharmaceuticalscommunication to patients and consumers Jim McDonough, Managing Director, Integrate wireless health into nextwith the e orts of the sales force in bothE-Analytics, Group DCAgeneration patient support programsmessaging and tactical execution programs and how to make your programwith economies of scale for investmentSocial Media in Corporatemore successful.PANEL Christine Coyne, Senior Director, AdultCommunications vs. Brand Endocrinology, Endo Pharmapatient support programs and what makesCommunications certain programs more successful than others What Physicians Need: How to well as areas unique to each that need to bePANEL considered when developing a social orient physician-focusedpersistency?program to interact with your customer content and servicesprogram performance and what might thesocial media initiatives: who are the keyresource preferences will evolve and hownext generation of patient support programstakeholders and what role do they play?marketers can meet these on-demandlook like?service needs in the face of decreasedAlec Melkonian, Senior Vice President Saleseach and how they di eraccess& Client Services, KlickMarc Monseau, Director of Media Relations,Lori Grant, Senior Vice President BrandJohnson & Johnsonphysician-focused content and servicesDevelopment & Digital Strategy, KlickSimon Goldberg, Director, Electronicthrough mobile, videoconferencing and Communications, Corporate Public A airs,other digital media channelsAbbottMarrying your eCommunicationsModerator: Zoe Dunn, CEO, Zoe Dunncampaign with your sales force centralized and distributed HCP customer Consulting service initiatives face of the sales force will have on your Dave Bierut, Associate Director IntegratedeCommunications campaign and your Marketing Communications, Genzyme interaction with your customer Biosurgery Engage todays patients and Other industry panelists TBC please checkphysicians working optimally with the sales force to the website for detailsFull presentation details not available. Please e ectively interact and convert your Moderator: Meredith Ressi, Vice President, check the website for updates marketing into an increased bottom line Research, Manhattan Research Dorothy Gemmell, Senior Vice President,Pharmaceutical and Medical Device Markets, non-personal digital media as complementWebMDto personal sales force eSampling: Bright future or false dawn?Walter Christensen, Senior Vice PresidentGlobal Sales, Neurometrixfor your product? Can it assist your brandawareness and physician engagement? eSampling into your marketing plan tounderstand the revenue potential oflower-decile physicians view eSampling within your sales team andmulti channel marketing mix Senior level industry speaker TBCFor the latest agenda updates visit:www.eyeforpharma.com/ecomm/pharmavoice 9. Developed by: Interactive WorkshopsOur promise to you:A roadmap for action -roadmap for action1 practicalpractical steps for yourfor your Targeting Health Professionals with Mobile and Social Media Strategies thatcompany movecompany to move Generate Results condently towards strategiccondently towards strategicUnderstand how to incorporate social media tools into a private onlineuse of online marketingof online marketingcommunity to help your brandtacticstactics relationships with key opinion leadersKnowledge fromKnowledge from a vast range2 off sources, to give you ao sources, give youmeasurable resultsfresh perspective.perspective. Moderated by: Lance Hill, CEO, Within33 Newlrelationships withset offNew relationships with ahigh yhighly targeted, senior senior oyour peersyour4 Insightscfrom theatmostrk inInsights fromdynami gures wodynamic gures at work We want this workshop to be as interactive and valuable as possible for you and will eCommunications todayeCommunications today be developing the content with attendees. Check the website for more details:www.eyeforpharma.com/ecomm5 Benchmarking from tleadingBenchmarking from leadingcompanies,companies, and what you wha youneed to do to take your placedo take your There are still some workshop slots available - get your message across in amongst themamongst an interactive and engaging way. Contact Paul Campbell, details below Business Opportunities For Business Opportunities For CatchCatch every presentationpresentationIsn't itIsn't it so annoying when you realize an urgentannoying when you realize urgent Solution Providers Solutionteleconferenceteleconference has been scheduled at the same timescheduled at We are dedicated to providing a forum where our attendees We dedicated providing forum whereattendeesas one of the presentations you really wanted to see. one ofpresentations you really wanted can learn about the most advanced and tailored solutions learn aboutadvancedtailored solutionsWe know. That's whyWe know. That's why we video record everyrecord every available on the market. available onmarket.presentationpresentation - so you don't need to worry. Simply you don't worry. 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Really Your Why you Why you need to be at this Summit:atSummit:What your What your peers thought thought of eCommunications 2009:eCommunications Cutting Cutting edge information in an interactive forum. With information interactive With1access to exclusive keynote sessions and unparalleled exclusive keynote sessionsunparalleledI enjoyed this event and learnedenjoenjoyed this event and learnedjoyed interactivity, youll interactivity, youll gain more in just 2 days than from weeks ofmore daysfrom of a great deal great deal market research or market research or the purchase of expensive reports. purchase of expensive reports.Expert speakers. The leading minds from pharma, biotech, leadingfrombiotech,Jan Haig, eStrategy ManagerJan Haig, eStrategy Manager2medical devices medical devices and external to healthcare have been external healthcare haveCSL Behringhand-picked hand-picked to share their vision and insight sand give you avisioninsight give you di erent perspective.erent perspective. I was pleased with the meetingpleased with meeting Unrivalled networking. Over 250 leaders and innovators with a Unrivalled networking. Over leaders innovators with and found it really worthwhile and I found it really worthwhile3keen interest in eCommunications will be in the same room as keen interesteCommunications willroom you with the same goals in mind: ideas exchange and network you with goals exchangenetworkLaura Kolodjeski, Senior Manager Laura Kolodjeski, Senior Manager building. building.sano-aventissano-aventisSenior level decision-makers in attendance. Rub shoulders attendance. Rub shoulders 4 with 250+ of your peers and key industry thought leaders to give withof yourkey industry thought leaders giveI learned a tremendous amountlearned tremendous amount you new impetus and a truly rounded perspectives to the youimpetustruly rounded perspectivesand thought and thought speakers andand challenges you face. challenges youpanelists panelists were a very highhigh quality. really informative quality. A really informative ty. No sales pitches! eCommunications No sales pitches! eCommunications 2010 is an independentlyindependentlysession. session.5researched forum and every single presentation is reviewed to researched forumevery single presentation reviewed ensure unrivalled quality.unrivalled quality.Leslie Heyison, Director, PzerHeyison, Director, Ocial Media Partner:cial Media Partner: Media Partners:Media Partners: Open now to see the full agenda and speaker faculty fullfaculty 12. NICHEBUSTERS theres more competition, only think in the present tense, he says. fewer unmet needs, and theCompanies will rely on market researchers window of opportunity towho can think things through and come up launch effectively is reallywith creative ideas to solve a problem. ! short, he says. In this new market environment, mar- keters need to get thePharmaVOICE welcomes comments about this launch right in the first six article. E-mail us at feedback@pharmavoice.com. months, and the prepara- SEE DIGITAL EDITION FOR BONUS CONTENT tions must begin three or WWW.PHARMAVOICE.COM four years in advance. Its not that theMr. Clark points outExperts on this topic blockbuster is gone that organizational align- ment is critical for launches GIL BASHE. Executive VP, Makovsky + Company, anforever, but the in the new niche landscape, independent global public relations, investoropportunities that lie ahead particularly between clini- relations, and branding consultancy, specializing inare much more challenging. cal and commercial, and integrated communications programs for theSUSHIEL KESWANIson weglobal and affiliate. financial, professional services, health, technology,Ernst & Young are stillThere can be a lot of disconnect between Advisory Services and business services sectors. For more information,seeing lay-these functions, he says. Its going to become offs is because critical for marketers to build what we call avisit makovsky.com.pharma compa-five-step process to brand success, which SYDNEY CLARK. VP Practice Leader, Commercial nies, knowing the mar-includes building brand advocacy, obtaining Effectiveness, IMS Health, a provider of market keting model is broken, still have not found thebrand regulatory approval, securing marketintelligence to the pharmaceutical and healthcare right answers yet. So, by laying off noncriticalaccess from the payer level, driving brand adop- industries. For more information, visit personnel, theyre freeing up cash to fund what-tion, and ensuring correct adherence and com- ever strategies they believe will drive their pliance. Successfully working through these imshealth.com. growth. The question in the back of my mind five steps is going to be increasingly critical. HARRIS KAPLAN. President, CEO, Healogix, a global is, when are the leaders going to shift their healthcare marketing research and consulting firm mindsets so they truly become the ones drivingMARKET RESEARCH created to meet the needs of executives facing real vs. reacting to change?The role of market researchers and the type development and marketing decisions. For more To date, while companies talk about the of market research conducted are likely to information, visit healogix.com. new model, their actions, in terms of how theychange too, Ms. Mastroserio predicts. market products and even which products theyThere needs to be a considered approach to SUSHIEL KESWANI. Executive Director, Advisory choose to market, indicate they have taken fewbalancing the need for rigor vs. market Services, Life Sciences Customer Domain, Ernst & steps to address the new market environment,research spending, she says. Companies that Young Advisory Services, which helps organizations and Mr. Kaplan identifies this as a manage- conduct early-stage forecasting and pricing form the right alliances, access funding, and gain ment challenge. studies for niche brands may wish to employ insight into the market and regulatory environment Managers who came into significant lead- greater rigor to inform go/no-go decisions and ership roles under the old business model determine profitability. However, these studies of todays dynamic health-sciences market. For spending lots of money to market a product have traditionally been expensive, large-scale, more information, visit ey.com. will need to rethink their strategies as that old and extremely time-consuming. Market mixBILL LITTLE. President, Delta Marketing Dynamics model is being neutralized by strong payers modeling is likely to be a greater determinantInc., a full-service marketing research company that are going to make it increasingly difficultof resource allocation. And traditional serving the pharmaceutical, biotechnology, and to operate under that model, he says.prelaunch communications testing will need healthcare industries. For more information, visit Mr. Kaplan predicts the new role of the to evolve as companies move toward different sales rep under the nichebuster model will be types of communication vehicles. deltamarketingdynamics.com. a benefit for the industry. According to Dr. Vanderveer, market JULIANA MASTROSERIO. Senior Manager, Sales reps who have a more differentiatedresearch has taken a step back to more qualita- Marketing Research, Johnson & Johnson, a family of product with a more compelling story to telltive research and smaller scale projects. companies that offers medicines to treat many of physicians may be able to significantly reduceThe practice of market research is getting the worlds most serious and widespread diseases. call frequency, he says. But the length of time more practical, he says. Researchers are find- of the detail will increase because the rep willing that they may need to talk to fewer doctors For more information, visit jnj.com. bring more value, and the physician is general- and they dont need huge findings that will TREVOR MUNDEL. Global Head of Development, ly interested in understanding the benefits ofnever get used.Novartis AG, which provides healthcare solutions that product.Market research will become more observa- that address the evolving needs of patients and tional and will gravitate toward a differentsocieties. For more information, visit novartis.com. PRODUCT LAUNCHESkind of forward thinking and creativity, Dr. RICHARD VANDERVEER, PH.D. CEO, GfKNiche product launches are going to take Vanderveer says. more preparation and planning than block- Ethnography will be able to determineHealthcare, a provider of integrated healthcare busters, and the industry needs to prepare forneeds better than data sets that can be mea-marketing research. For more information, visit this new model, according to Mr. Clark. sured to the 50th decimal point or the respons- gfkhc.com or e-mail richard.vanderveer@gfk.com.Launching drugs is becoming harder; es from a focus group of consumers who can PharmaVOICE September 2010 43 13. D I G I TA L E D I T I O N B O N U S CO N T E N TNICHEBUSTERSBY ROBIN ROBINSON NOVARTIS Adopts a NICHEBUSTER MODELcan be used for other diseases Muckle-Wells Syndrome, which affectsinvolving a similar underlying pro-about 10,000 people worldwide, he says.cess.We then discovered the treatment workedThe science allows us the abili-well on gout, a similar but much morety, with a single therapeutic agent, prevalent condition.to target other diseases in that path- Mr. Mundel says by following the scienceway family and it happens very nat-of the molecular pathway, new therapeuticsurally, Mr. Mundel says. Compa-should naturally emerge from the scientificnies need to think about and try tounderstanding and that is exactly whatfollow the underlying biologyNovartis has experienced.toward disease where there are However, Mr. Mundel notes that the oldinadequate therapies. In some ways,blockbuster mindset is still prevalent.our model is not purely a niche- In many companies, discovery may bebuster model because we are notartificially constrained by marketing consid-specifically looking to design drugs eration. Companies are still choosing to for only niche indications. Weinvest only in the indications that will affectare looking to design drugsa blockbuster-sized population, Mr. MundelIt that address unmet medi-says. became clear to uscal needs for patients.This is fundamentally the old model, that we should take the Following a scien-which is still prevalent and does not lead tospontaneous nichebuster tific need can lead to a successful business model, he says. addressing a nicheThe industry can no longer deny the sci-model and turn it into a real disease but it canence and make decisions on pursuing indica-paradigm shift that involvesN ovartis began turn- also lead to much tions based on market reach. Sound clinical ing its attention tracking the emergence of larger indications, scientific judgment is the only reason to not toward genetics and where the science is going.which is a real upside pursue a certain pathway, he says, although molecular pathways TREVOR MUNDELto the strategy, Mr.Mr. Mundel concedes that it is a difficult for finding new drugs and now NovartisMundel says.decision to make in an industry that survives with several successes under its belt, For example, Ilaris, only by providing good returns to its it has developed a new commercialfirst approved for the treat-investors. model, says Trevor Mundel, global head ofment of children and adults with Targeting a drug just for blockbuster development at Novartis.cryopyrin-associated periodic syndromeindications and a heterogeneous population, It became clear to us that we should take(CAPS), was later found effective for a verysuch as myocardial infraction or cardiopul- the spontaneous nichebuster model and turnrare disease within the CAPS family calledmonary disease, is a risky proposition these it into a real paradigm shift that involves Muckle-Wells Syndrome. Further investiga- days, Mr. Mundel says. tracking the emergence of where the science tion discovered that patients with gout alsoYes, a company may get lucky and hit is going.have an analogous problem and Novartis is the jackpot, but when working with a tar- Novartis focuses on specifically targetingstudying Ilaris in gout patients, which has a geted indication where there is a real under- important pathway nodes along a disease population of almost 800,000 in the Unitedstanding of how the drug works, the odds for area and once it can demonstrate a therapeu-States alone. success are greater, he says. This is espe- tic advantage for one disease in the pathwayWe discovered Ilaris and that became cially true from a productivity perspective in family, it moves on to test if the treatmentthe magic bullet for patients affected by the industry, and thats important. !September 2010PharmaVOICE 14. D I G I TA L E D I T I O N B O N U S CO N T E N TNICHEBUSTERSSound Bites From The Field PHARMAVOICE ASKED EXPERTS IN THE FIELD TO IDENTIFY SOME OF THE CHALLENGES OF MOVING TO A NICHEBUSTER MODEL.Jim Mercante is Partner of TGaS Advisors, which provides Steve Davis is VP andRobert Dickinson is Client Service Officer,benchmarking and advisory General Manager, LifeLife-Sciences Practice, of Grail Research, a globalservices to pharmaceutical Sciences, at Humedica, a strategic research and decision-support firm and commercial operations. For next-generation clinical subsidiary of Integreon Inc. For more information, more information, visit informatics company. Forvisit grailresearch.com. tgas.com or e-mail vjmercante@tgas.com. more information, visit humedica.com. The greatest challengepharmaceutical companiesThe most significant challenge is changing themass-market commercial mindset. Defining the One of the most significant challenges to the nichebuster strategy is the current lack ofwill face with the rise of aniche-oriented approach willroadmap down to a granular level, while remain-ing flexible and adaptable to rapid recalibration, is transparency into the clinical presentation, be encountered in sales and marketing. Thecrucial. Cross-functional internal and external identification, treatment, and associatedblockbuster model and the high margins associ-changes will require simultaneous, not linear, outcomes of niche patient segments. This lackated with multi-billion-dollar-a-year drugs madeexecution. Companies will want to focus on of detailed clinical understanding will hinder it feasible to deploy thousands of reps to detail recalibrating operations to support smaller commercial efforts across a productsphysicians and to support broad direct-to-con-salesforces, variable resourcing, strategic lifecycle. In order for the nichebuster strategy sumer marketing campaigns. The economies of regionalization, and rigorous performance-based to be successful, brand teams must be able tothis approach dont apply for niche drugs. By analytics around marketing campaigns and leverage real-world, longitudinal data totheir nature niche drugs are indicated for fewerchannels. Companies are revisiting roles and profile patient populations with detailedpatients and are prescribed less frequently byresponsibilities across all functions and redefining clinical specificity (e.g., patients with specific physicians. Pharmaceutical companies will needthe customer. Critical to success will be fluid, co-morbidities, severity of disease, and to be more targeted in their marketing and salesflexible information-sharing channels and underlying complications based on labefforts, even as the increased focus on processes, advanced planning, analysis and results, patient history, physician assessment,comparative effectiveness promises to demandproject management skills, a collaborative etc). This increased understanding will inform even greater precision. More sophisticatedego-less culture, and performance-based, and ensure the success of market sizing, patient and physician segmentation and special- objective measurement of all functions, most product positioning, targeting, messaging, ized salesforcesnotably promotional campaigns, tactics, and and reimbursement efforts.will be big drivers of success. channels. 15. D I G I TA L E D I T I O N B O N U S CO N T E N TNICHEBUSTERS HEALTHCARE REFORMBY ROBIN ROBINSON and Pricing in theNICHEBUSTER MODELOne sentence As the industry moves toward a more in the Federalniche-based business model under new Register can move a healthcare reform, pricing willbecome an increasing concern. Pric- company from billions ing will have an impact on the developmentto bankruptcy. pipelines, as well as on marketing strategy. DR. THOMAS GETZEN According to Thomas E. Getzen, Ph.D., Temple University executive director, International Health Eco- nomics Association, Temple University, pric- ing is a central issue in this policy environment of healthcare reform where people are con- cerned with controlling costs. Healthcare reform is going to have a giant influence on the pharmaceutical model, Dr. Getzen says. Weve made a deal with the devil. In the past, the private payer market would determine the price bases of drugs, and the government payers would follow their lead. However, with Medicare and Medicaid projected to pay the majority of healthcare costs, it will have more input on pricing and potentially become the price setter. When that happens, it will be a whole new ball game. WeThalidomide had been very inexpensive, intervention in terms of pricing, they are will have to wait and see to what extent other but 50 years later it is being sold as if it were a struggling to make sure in the short run that payers take the lead from Medicare. niche drug with a fairly high price, Dr. Get-they can maintain profit margins. There are two widely divergent schools ofzen says. Companies are aware of the pricing struc- thought on drug pricing. One camp believes Under healthcare reform, this type of pric- ture overseas where there is heavier govern- that drugs should be priced at what the mar- ing will have to be justified and that may be ment regulation and they know they are not ket will bear, while the other group believesproblematic for older drugs with new indica-getting anything near the prices they are get- drugs should be compensated at a reference tions, such as thalidomide, that do not require ting here in the United States for these drugs, price basis, which would put most drugs at a any research and development to justify the he says. This should serve as a warning to the much lower reimbursement level.high-end pricing. industry as to where pricing may be headed This is the fundamental philosophical Pricing will also affect commercial strategyunder healthcare reform. divide that is exacerbated by the shift in and innovation, Dr. Getzen says.The pricing issue will not be settled for postmarketing in certain orphan drugs, Dr.Pricing is very much a factor in determin-years to come, and although healthcare reform Getzen says. In other words, somethinging whether a company will bring a drug towill start to affect change in the next year or originally approved for orphan use, such asmarket. If the price of a drug is only going to two, Dr. Getzen expects the issue to still be infliximab (Remicade), was later put intobe $2,000 a year instead of $200,000, a com-playing out over the next 10 years. fairly widespread use, but the pricing and pany is not going to push it or even put it in aNobody in the White House knows innovation incentives that were granted fortrial, according to Dr. Getzen. whats going to happen, so how are we sup- the niche or orphan-type drug stays thePricing is also related to innovation, he posed to know what will happen 10 years same. says. If there is money to be made, companiesfrom now? he asks. In the meantime, the Or the opposite case could happen, as in will create products. But if theres no money topharma industry should be on alert, the case of thalidomide, a 50-year-old drugbe made in malaria, then chances are companiesbecause one sentence in the Federal Regis- with a new indication for use in chemother-are not going to investigate malaria drugs.ter can move a company from billions to apy. As companies anticipate more government bankruptcy. !September 2010PharmaVOICE 16. REGISTER by 17 September 2010Presents and SAVE UP TO 250!2-Day Conference: 19th-20th October 2010Pre-Conference Workshop Day: 18th October 2010Venue: Le Meridien Piccadilly | LondonAchieving Successful Characterisation of Genotoxins and Interpretation of RegulatoryGuidelines to Guarantee a Streamlined Regulatory Submission ProcessConrmed Speakers Include:Top 3 Conference Highlights Senior QA Executive, AstraZenecaPharmacotoxicologist and Preclinical1 Interactive panel discussion dedicated to challengingthecurrent gentic toxicology testing battery to identifytheAssessor, MHRA www.genotoxconference.com/PVrequired modications and improve its specicity andGenetic Toxicologist, GSKsensitivity for the futureHead analytical Development, HoffmannLa Roche2 Take home lessons impurities and develop a robust toidentify genotoxic on the best practice strategies controlDepartment of Toxicology, AFSSAPS(French Medicinal Agency)strategy to ensure drugs are below the threshold of Genetic Toxicology Lead, Pzertoxicological concern (TTC)Preclinical Reviewer, SwissmedicLearn rst hand from regulatory bodies on how to correctly3 interpret the regulatory guidelines on genotoxicity andPrinciple Scientist & Leader Trace AnalysisGroup, Boehringer Ingelheimcarcinogenicity testing to ensure for 100% compliance Director of Toxicology, TechnicalRegulatory Affairs, GSK BiologicalsPlus dont miss the full day pre-conference Director, Investigative Non-Clinical Safety,interactive workshop! 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Hear how to identify misleading results, Section Chief, Division of Genetics &consider real data and reach decisions on risks for human exposureMutagenesis, National Institute ofto enable you to draw valuable conclusions about the best strategy to Health Sciences, Japanimplement for accurate and efcient genotoxic hazard identicationGenetic Toxicology Consultant, KirklandConsulting Free toxicology related content available online: Very useful and interesting It is importa nt to know and understand how the industry is moving forward in underst Including How to Identify and Control Genotoxic anding issues of tox with smallmolecules Syntaxin Ltd Impurities, an exclusive Pharma IQ interview with Excellent cross section of topics Toxmet Dr Andrew Teasdale, AstraZenecaGood networking event Biostatus Ltd www.genotoxconference.com/PVTel: +44 (0) 207 368 9300Fax: +44 (0) 207 368 9301 Email: enquire@iqpc.co.uk