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March 25, 2014
Biopharma high performance research: Leading the industry’s pivot to the patient with outcome-driven commercial models (3 of 3)
By: Anne O'Riordan

High-performing biopharma companies are translating innovative new science into higher growth and outperforming the market on three key forward-looking metrics I shared last week. These companies have been able to bring new products to market by demonstrating how the drugs improve patient outcomes at a price point that the market can bear.

High performers display key attributes
Our latest research reveals five key attributes that are enabling high-performing biopharma companies to rise above the pack.
Specifically, high performers:

  • Harness collaborative R&D models. There are many significant and innovative collaborations in R&D in the past few years: pharma companies collaborating with other pharma companies as well as with universities with specific therapeutic expertise. For example, Amgen, a high performer in this area, recently formed a long-term joint venture with Astellas to co-develop new medicines in Amgen’s pipeline for the Japanese and broader Asia Pacific markets. The partnership targets innovative new programs in cholesterol management, osteoporosis, leukemia and gastric cancer.

  • Commit to applying science to product launches focused on outcomes for specific patient groups. High performers initiate and maintain dialogue with patients, payers and other patient-oriented organizations starting early in the drug development process. They work to understand the needs and bring a solution to market that will meet these specific and targeted needs. In an example of such a targeted campaign of understanding, the US FDA approved Roche’s Kadcyla in HER-2 positive patients. This product was just one of a handful of antibody drug conjugates to reach the market when it was approved for second-line metastatic breast cancer.

  • Use flexible pricing strategies to meet patient population needs. High-performing biopharma companies have flexible approaches to pricing and generally have a range of strategies to maximize accessibility. UK HTA NICE recommended Bristol-Myers Squibb’s innovative new melanoma drug Yervoy when the company combined it with a flexible pricing and a patient access scheme.

  • Master multi-channel marketing and patient services that reinforce patient outcomes. High performers have become trusted—and value adding—information partners through new digital channels. Novo Nordisk provides diabetes patients with online resources including personalized feedback for disease management and information resources, as well as providing resources to help healthcare professionals better understand and manage their patients.

  • Fine-tune local operations to succeed in emerging markets. High performers bring a portfolio of appropriately priced products tailored to the local patient needs, rather than just offering entire portfolios. Novo Nordisk has seen first-hand the benefits of this more focused approach—it has developed a leading market position in China for insulin and has enjoyed double digit growth in recent years.

These examples demonstrate that even as payer pressures increase, high performers will continue to prosper by providing real, science-backed innovations through commercial models that clearly show improved patient outcomes.

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