Pharmaceutical Executive Europe - IMS Oncology Supplement September 2007 - (Page 5)
MARKET VIEW As the choice of treatment grows and research extends the range of cancer indications that therapies can address, new molecules will find it much harder to succeed. launch on the basis of remission data in late-stage patients and when survival time or time to regression is largely conceptual. They are making these comparisons not because the diseases are similar, but because they are urgently seeking a new value paradigm that will help them distribute their budgets more rationally in an inherently irrational situation. involvement is for research companies to differentiate their innovations, especially expressed in terms of health and economic value, and target them precisely to population segments that will receive the most demonstrable benefits. What are the challenges for marketing oncology brands? As the choice of treatment grows and research extends the range of cancer indications that therapies can address, new molecules will find it much harder to succeed. Competition is already intensifying as the market becomes increasingly well served with new options. This will heighten the importance of manufacturers’ marketing competence and launch excellence capabilities - particularly in terms of gaining access to discuss new treatments since the key stakeholders are not increasing numerically. Pharmaceutical companies will need incremental data in actual patients to proceed with stronger evidence of remission and survival as well as to provide a test bed for clinical trials in new indications to expand the original label. They will be forced to think about alternative strategies such as conducting a number of studies at each stage of development, securing advice and support from key opinion leaders along the way and focusing on decisions made long before a product enters the market, beginning with which indication to target first. The strongest insurance against falling prey to payers’ heavy-handed www.pharmexeceurope.com About the Author Graham Lewis is vice president of global strategy for IMS Health, with a primary focus on strategic issues in the pharmaceutical industry including geographical growth opportunities, mergers and acquisitions, portfolio planning and forecasting. He has worked extensively in oncology, from early-stage compound evaluation through market assessment, strategic planning and business development. 5
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Table of Contents for the Digital Edition of Pharmaceutical Executive Europe - IMS Oncology Supplement September 2007
Contents
Riding the Wave
Zero Sum Game
Pharmaceutical Executive Europe - IMS Oncology Supplement September 2007
http://digital.findpharma.com/nxtbooks/advanstaruk/pegd_201302
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