Launching Next Generation Oncology Products: Evolving Strategies in a Payorâ??s Market - 2009/08/01 - Business Insights

Report title: Launching Next Generation Oncology Products: Evolving Strategies in a Payorâ??s Market

from Business Insights
155 page report published Aug 01, 2009

Price $3,835.00 available for immediate download

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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.

Source:

Business Insights

Document ID:

rbhc0236

Industry:

Pharmaceutical

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Title	Starting Page	Number of Pages
Sections
Table of Contents Launching Next Generation Oncology Products Oncology market analysis 8 The payor response 9 Addressing market challenges 11 Summary 14 Chapter 1 Oncology market analysis 15 Introduction 15 Oncology outpaces pharma sales growth 17 Payor le	0	1
Table of Contents	0	1
Launching Next Generation Oncology Products Oncology market analysis 8	0	1
The payor response 9	0	1
Addressing market challenges 11	0	1
Summary 14	0	1
Chapter 1 Oncology market analysis 15	0	1
Introduction 15	0	1
Oncology outpaces pharma sales growth 17	0	1
Payor leverage 19	0	1
Oncology growth drivers 20	0	1
The growing importance of targeted therapy 22	0	1
Establishing a presence in oncology 24	0	1
Falling by the wayside 27	0	1
How cancer is different 31	0	1
Cancer is many diseases 32	0	1
Room for growth in oncology 34	0	1
How cancer is not so different 37	0	1
Budgetary pressure prevails 39	0	1
Summary 44	0	1
Chapter 2 The payor response 45	0	1
Introduction 45	0	1
HTAs are here to stay 46	0	1
Health technology assessment in the US 48	0	1
Volume versus price 50	0	1
Pharma moves to head off coercive action 54	0	1
More comparative effectiveness research 55	0	1
Growing momentum for government involvement in CER 57	0	1
Already some restrictions 61	0	1
Shifting Costs to the Patient 63	0	1
Shifting the cost to the patient 65	0	1
Health technology assessment in Europe 67	0	1
Different countries, different values 70	0	1
Comparing Uptake 72	0	1
NICEâ€™s record on cancer drugs 76	0	1
Cancer drugs recently turned down by NICE 79	0	1
Tykerb 79	0	1
Erbitux 80	0	1
Nexavar 81	0	1
Yondelis 82	0	1
Hycamtin 82	0	1
Making space for cancer drugs 83	0	1
Higher threshold for end-of-life therapies 86	0	1
Concerns about the new criteria 89	0	1
Flexible pricing 93	0	1
Skirting NICE 96	0	1
Not Just The UK 99	0	1
NICE is not the final hurdle 99	0	1
Hard sell 102	0	1
Biosimilars on the horizon 105	0	1
Summary 110	0	1
Chapter 3 Addressing market challenges 112	0	1
Introduction 112	0	1
Itâ€™s all about value 114	0	1
Establishing a strong value proposition 116	0	1
Selecting endpoints 118	0	1
Adding to the gold standard 121	0	1
Using subgroups 122	0	1
Post-marketing studies 125	0	1
From efficacy to effectiveness 127	0	1
Getting marketing involved 130	0	1
What price innovation? 131	0	1
Pricing for access 134	0	1
Prioritizing the correct indication 138	0	1
Integrated treatment packages 142	0	1
New markets, new opportunities 144	0	1
Getting the launch right 145	0	1
Lack of access for sales representatives 147	0	1
Quality trumps quantity 148	0	1
Increasing patient power 151	0	1
Using the media 153	0	1
Index 155	0	1
List of Figures	0	1
Figure 1.1: Oncology growth contribution 20	0	1
Figure 1.2: Targeted therapies driving oncology growth 24	0	1
Figure 1.3: The rush to invest in oncology R&D 25	0	1
Figure 1.4: Number of phase II â€“ IV clinical trials by disease class, 2005-2007 26	0	1
Figure 2.5: Cost, LE and CE in metastatic colorectal cancer 47	0	1
Figure 2.6: Cancer drug sales in Western Europe per 100,000 inhabitants, â‚¬ thousands 73	0	1
Figure 2.7: Avastin Uptake in E13 Countries 74	0	1
Figure 2.8: Erbitux uptake in E13 Countries 75	0	1
Figure 2.9: Breast Cancer â€“ Cost of Innovation (20-year horizon) 85	0	1
Figure 2.10: Disparities in European supply of medical oncologists 103	0	1
Figure 2.11: Oncology brand patent expiries, September 2007-2012 105	0	1
Figure 3.12: The changing status of oncology products 114	0	1
Figure 3.13: Innovation stakeholders 115	0	1
Figure 3.14: Finding the right level in industry-gatekeeper partnerships 129	0	1
List of Tables	0	1
Table 1.1: Top 10 global therapeutic classes 2007/08 19	0	1
Table 1.2: Leading biologics, global sales, 2008 38	0	1
Table 1.3: Estimated UK costs for targeted cancer therapies 41	0	1

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