Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 - (Page 7) Launch Excellence the global pharmaceutical industry. What we are transitioning to is not entirely clear, but some themes emerge: • The specialty market is taking over in growth terms. Getting it right in specialty launch will be an absolutely crucial success factor for excellent companies of the next 10 years. But many specialist products will have to succeed in the office-based environment, and will find that the same payer pressures exist as exist for primary care launches. • The primary care market has fundamentally altered, with many disease areas acquiring, effectively, a generic first-line treatment paradigm. But this doesn’t mean that disease areas treated in primary care are adequately served, or that there is no opportunity for new launches in primary care. In fact, there continue to be cohorts of new launches coming through in primary care areas such as type II diabetes, osteoporosis, asthma, and others. To be successful, companies with these launches must understand the issues we’ve laid out in this study. • Payers will increase their power to decide whether launches succeed or fail, becoming more powerful, more complex, and with influence on and interest in a wider set of launch issues. The companies that had excellent launches in the 1990s had huge levels of investment in state of the art approaches to addressing prescribers. The companies with excellent launches in the late 2000s and 2010s will be those that have a similar state of the art approach to payers, whilst not losing sight of the continued role of the prescriber. Companies planning for an excellent launch must take as their starting point the fact that they are in a different environment, with different customers, different approaches to market and different timescales to consider of when planning for their longer term success. Knowing this, they must build a launch with the right patient segmentation strategy, the right approach to payers, both at a strategic and a tactical level, optimal preparation and planning across all aspects of launch readiness, and a plan which explicitly recognises the extreme Figure 4: Launches at 2 years are most likely to be in the same or a lower decile than at 6 months. 100 80 Launches (%) 60 40 20 0 Figure 5: In the first six months, individual innovators/early adopters influence practice behaviours. They can act as advocates for formulary uptake. Dynamic Rxs in H2 2006 obesity market 2.00 1.80 1.60 1.40 1.20 1.00 0.80 0.60 0.40 0.20 0.00 With innovators/early adopters Without innovators/early adopters Rx per practice Benefit of targeting practice with innovators/ early major 50% increase in larger practices. da da ly n K S y U an ai na na Ita Sp m Ja pa U n Single handed 2-4 GPs 5-7 GPs 8-10 GPs Analysis of UK launch of obesity agent into the GP prescriber population; first six months launch vs the first six months of the second year of launch. Source: IMS Health Consulting Ca Ca Lower decile Lower decile Lower decile G er Lower decile Source: IMS Launch Excellence 2008 data
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 Pharmaceutical Executive Digest Europe - April 1, 2009 Contents From the Editor News Merck Serono Pharma's Great Hope News Calendar Last Words On the Move Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 - Contents (Page 1) Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 - News (Page 2) Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 - Merck Serono (Page 3) Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 - Merck Serono (Page 4) Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 - Merck Serono (Page 5) Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 - Merck Serono (Page 6) Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 - Pharma's Great Hope (Page 7) Pharmaceutical Executive Digest Europe Supplement - April 1, 2009 - Pharma's Great Hope (Page 8)
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