Pharmaceutical Commerce - March 2010 - (Page Cover1)

Business Strategies for Pharma/Bio Success MARCH 2010 Packaging & Drug Delivery Legal | Regulatory Injectable-Drug Market Continues Moving Medication Adherence Could Get an EHR Boost Toward Plastics and Prefilled Syringes Parenteral (injectable) drugs gain user acceptance even as biotech brings more of them onto the market By F.J. Quinn 2009 saw a rise in biological drug product approvals, which demonstrates significant promise and growth potential for treatment of previously refractory diseases. This development is expected to stimulate further innovation in parenteral delivery systems, experts say, as new protein-based therapies are administered through injection or infusion. “The growth of the biologics portfolio is helping drive the need for parenteral dosage forms,” observes Holly Bonsignore, director of Pfizer’s (Madison, NJ) new products group. “Also, there is a drive for increased innovation in delivery systems, or routes of administration to maximize the value of our products.” New drug delivery technologies are also driving the shift from inpatient hospital care to outpatient services and home care, industry members say. As a result, recovery and chronic condicontinued on page 24 > Credit: Schott Growing digitization of patient data could break the threshold to better adherence to medication therapies By Nicholas Basta Another year, another batch of studies lamenting the dismal performance of patients on extended medication therapy, such as chronic or longterm conditions. Most recently, the National Center for Patient Information and Education (NCPIE; Rockville, MD) paired up with Prescription Solutions, a Cypress, CA pharmacy-benefit management company (and unit of insurer UnitedHealth) to find that 54% of US adults do not take meds as instructed, either ceasing consumption early, skipping doses, neglecting to get refills, among other actions. Yet 87% believe that prescribed meds will make a difference in their health. This statistic pairs up well with the generally believed figure that 50% of patients go off therapy by six months after the initial prescription The reasons are not always adherence-related: cost of medicine, changed prescriptions or other factors also play into the process. But the consequences are substantial: An earlier estimate from the New England Healthcare Institute pegged the cost to the US healthcare system of non-adherence, in terms of increased hospital visits, more medical interventions and the like at $290 billion/yr. NCPIE, having studied adherence for over 20 years, has called it “the other drug problem,” and issued a major report in 2007 calling for a renewed effort to address it (Pharmaceutical Commerce, Nov/Dec, 2007, p. 1). Pharma companies have long tried to address adherence issues, but the primacy of the patient-physician relationship, and patient-privacy rules have limited industry impact. Pharma companies have routinely employed service agencies to run adherence programs, and occasionally make use of compliance packaging—blister cards and “calendarized” packages, best exemplified by the well-known containers for birthcontrol pills. Brand Marketing | Communications Preparing the Market for a New Drug With an Effective ‘Medical Affairs Launch’ The Medical Affairs function can play a vital role in today’s product launch process By Gary Tyson and Kuyler Doyle, Campbell Alliance Medical Affairs is growing into an increasingly critical function in today’s biopharmaceutical industry. Access challenges are limiting contact between sales representatives and physicians at a time when therapeutic areas are becoming increasingly crowded. Prescribers want to remain informed, and pharmaceutical companies are looking for ways to raise awareness of the attributes of new products to distinguish them from competitive alternatives. Further, reimbursement policies from global payers are exerting greater influence on prescribing behaviors, leading companies to shift some of their focus from physicians to managed care organizations. With the ability to educate key opinion leaders (KOLs), a well-executed medical affairs continued on page 16 > Adherence in a wired world Now there seems to be a trend to make adherence and medication therapy management almost an automatic feature of drug dispensing. Managed care organizations recognize that better adherence translates into healthier patients and potentially lower costs to client continued on page 26 > What’s Inside Monetizing Intellectual Property via Alternative Capital Sources 12 Sales Force Automation (SFA/CRM) IT Choices 14 Optimization of Controlled-Temperature Small Parcels 20

Table of Contents for the Digital Edition of Pharmaceutical Commerce - March 2010

Pharmaceutical Commerce - March 2010
Top News
Business & Finance
Brand Marketing | Communications
Supply Chain | Logistics
Information Technology
Packaging & Drug Delivery
Legal | Regulatory
Executive Training & Development
Editorial Index

Pharmaceutical Commerce - March 2010