Pharmaceutical Commerce - May/June 2012 - (Page 1)

mAY/JUNE 2012 Brand Marketing & Communications Information Technology Navigating the tense, complex oncology market Oncology combines some of the most lifechanging therapeutic events with the most complex commercialization pathways. Rising costs of treatments simply add to the tension By Suzanne Shelley Compliance, technology energize the master-data management business Compiling and maintaining lists of healthcare provider contacts is a bigger and more important task than ever By Nicholas Basta In early June, more than 30,000 cancer specialists and more than 400 exhibitors are expected to gather in Chicago for this year’s American Soc. Fig. 1. of Clinical Oncology (ASCO) meeting. The event, one of the largest of any medical professional events, will be a showcase of new therapies, research advances and therapeutic innovations. Everyone from hospital administrators, to Wall Street analysts, to patient advocates will be hanging on news coming out of the meeting. Oncology is a big business. Nationally, cancer care consumed $124.6 billion in 2010, according to the 2011 Medco Drug Trend report; global sales of oncolytics was $76 billion in that year, according to Decision Resources Pharmaview, and will rise to $98 billion in 2015. Society is getting something back for all those expenditures: While cancer remains the second leading cause of death in the US (heart disease is No. 1), ending the lives of 1,500 Americans daily, the survival rate has been rising. About two-thirds of patients survive for five years or more after initial diagnosis—up from 49% in the period 1975–77, according to the American Cancer Society. A growing cohort of patients is able to manage their disease as a chronic condition: By 2020, the number of estimated cancer survivors living in the US is expected to reach 18.1 million (up from 13.8 million in 2010), further driving demand in oncology. Nevertheless, the many diseases that fall into the category of “cancer” remain a grim prospect for most patients, especially in cases where the survival rate has remained stubbornly low despite all the therapies available. “Cancer can involve every organ system in the body, and the therapy options available may employ every modality available, including surgery, radiation, chemotherapy, biologics and targeted therapies (such as targeted small molecules, monoclonal antibodies, antihormonals, targeted immunotherapies and gene therapies), photodynamic therapy, laser ablation, bone marrow transplants, and radioisotopes,” says Jane Quigley, RN, senior principal at IMS Health (Plymouth Meeting, PA). The high mortality rates of many cancers ensure that it will continue to be a well-funded research arena, and the scientific advances in both pharmacology and chronic care remain high. Fully 28% of all drug research is continued on page 18 There might have been a time when mail lists of doctors was just another database that pharma marketers, and their ad agencies, reached for when assigning sales reps or preparing a direct-mail campaign. And maybe some pharma companies still have a relatively casual approach to the task. But increasingly, driven by tighter regulations worldwide, and by the urgency to maximize resource allocations in sales efforts, maintaining these “master data lists” has become a critical operational function. Some of the largest multinational pharma companies are consolidating worldwide master data lists, creating the vision of being able to tap into any doctor’s office in most parts of the world from a desktop. Without question, the newest driver for this activity is the aggregatespending rules, aka the “Physician’s Sunshine Act,” which will go into force (after a delay from January) later this year. The regulations, part of the Patient Protection and Affordable Care Act of 2010 (PPACA), which put on a national level the state rules that have been implemented in Vermont, Massachusetts and a few other states (Pharmaceutical Commerce, Nov/Dec, p. 1). Under agg spend rules, pharma and medical device manufacturers are required to compile nearly all payments or “transfers of value” to many continued on page 26 Business/Finance 2012 site selection report Biopharma remains a bright spot in US and international economic activity, even while the overall outlook remains cloudy By Lena Anthony The US recession might be over, but the obstacles facing the biopharmaceutical industry are still plentiful. There’s the eurozone debt crisis, US healthcare reform, an inefficient FDA, and the list goes on. Combined, these factors create a landscape of uncertainty for biopharma companies. And unfortunately, “Uncertainty is the enemy of new project investment,” explains Mark Sweeney, senior principal of site selection firm McCallum Sweeney Consulting, Inc. (Greenville, SC). The numbers reflect that reality. Biotech venture capital investment in 2009 totaled $3.54 billion, representing an 18.5% decrease from 2008, according to the 2011 California Biomedical Industry Report, published jointly by the California Healthcare Institute, BayBIO and PricewaterhouseCoopers LLP. While final numbers for 2010 haven’t been released, the report explains that VC investments in biotech had reached $3.14 billion in the first three quarters of that year, “leading to expectations that 2010 would be on par with the 2009 levels.” California, home to three established life science clusters, led the pack in venture capital investment in life sciences in 2010, followed by Massachusetts, Washington state, New Jersey and Pennsylvania. continued on page 10 May | June 2012 Visit our new website at www.PharmaceuticalCommerce.com 1 MEnDOTA, IL PERMIT 232 PRSRT STD US POSTAGE PAID http://www.PharmaceuticalCommerce.com http://www.PharmaceuticalCommerce.com

Table of Contents for the Digital Edition of Pharmaceutical Commerce - May/June 2012

Pharmaceutical Commerce - May/June 2012
Editorial
Contents
Op-Ed
Top News
Business/Finance
Brand Marketing & Communications
Supply Chain/Logistics
Information Technology
Manufacturing & Packaging
Legal & Regulatory
Meetings and Editorial Index

Pharmaceutical Commerce - May/June 2012

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