Launching next Generation Oncology Products

Evolving Strategies in a Payor??s Market

Publication Date	August 2009
Publisher	Business Insights
Product Type	Report
Pages	155
ISBN Number	not applicable
Product Code	RBI00194

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Summary

The emergence of a new wave of oncology products has been one of the most dramatic trends in the pharmaceutical market over the last decade. Both large and small companies are making unprecedented investments in oncology R&D, in an effort to emulate the success of new targeted therapies such as Herceptin, Avastin, Glivec, Nexavar and Erbitux. Underpinning that success have been real improvements in therapeutic options for a range of cancers, including marked survival increments in areas of poor prognosis, such as kidney cancer (e.g., Sutent); more effective therapies, tailored to genetically defined subgroups, for widespread malignancies (Herceptin for breast cancer); and innovations that have transformed fatal into chronic diseases (Glivec for chronic myeloid leukaemia). At the same time, success has come at a price. Not is the oncology marketplace getting more crowded, raising the bar for differentiation in a category in which many products are focusing on the same disease mechanisms, but the premium prices charged for newer therapies are stretching healthcare budgets. Increasingly cancer drugs are losing the special status that once guaranteed uptake at any cost and are coming under the same cost-effectiveness scrutiny as other components of healthcare. This report provides qualitative and quantitative analysis of current trends in the oncology category worldwide, with particular emphasis on the US and key markets in Europe.

Content

Chapter 1 Oncology market analysis
- Introduction
- Oncology outpaces pharma sales growth
- Payor leverage
- Oncology growth drivers
- The growing importance of targeted therapy
- Establishing a presence in oncology
- Falling by the wayside
- How cancer is different
- Cancer is many diseases
- Room for growth in oncology
- How cancer is not so different
- Budgetary pressure prevails
- Summary
Chapter 2 The payor response
- Introduction
- HTAs are here to stay
- Health technology assessment in the US
- Volume versus price
- Pharma moves to head off coercive action
- More comparative effectiveness research
- Growing momentum for government involvement in CER
- Already some restrictions
- Shifting Costs to the Patient
- Shifting the cost to the patient
- Health technology assessment in Europe
- Different countries, different values
- Comparing Uptake
- NICE's record on cancer drugs
- Cancer drugs recently turned down by NICE
- Tykerb
- Erbitux
- Nexavar
- Yondelis
- Hycamtin
- Making space for cancer drugs
- Higher threshold for end-of-life therapies
- Concerns about the new criteria
- Flexible pricing
- Skirting NICE
- Not Just The UK
- NICE is not the final hurdle
- Hard sell
- Biosimilars on the horizon
- Summary
Chapter 3 Addressing market challenges
- Introduction
- It's all about value
- Establishing a strong value proposition
- Selecting endpoints
- Adding to the gold standard
- Using subgroups
- Post-marketing studies
- From efficacy to effectiveness
- Getting marketing involved
- What price innovation?
- Pricing for access
- Prioritizing the correct indication
- Integrated treatment packages
- New markets, new opportunities
- Getting the launch right
- Lack of access for sales representatives
- Quality trumps quantity
- Increasing patient power
- Using the media
- Index
List of Figures
- Figure 1.1: Oncology growth contribution
- Figure 1.2: Targeted therapies driving oncology growth
- Figure 1.3: The rush to invest in oncology R&D
- Figure 1.4: Number of phase II ??