Brand Positioning in Pharma: Where’s the Patient?

Posted by Jeanne Ryan on Mon, Sep 30, 2019

Patient centricity is a familiar buzzword in the pharmaceutical industry today. High medication costs and consumerism are leading patients to play a more influential role in their own treatment decisions. So when it comes to brand positioning, why do most pharma companies still largely target the prescribers?


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Even in a Favorable Regulatory Environment, Will Biosimilars Gain Traction in the US This Year?

Posted by Pratap Khedkar on Fri, Jan 25, 2019

Christina Corridon co-wrote this blog post with Pratap Khedkar.

Despite 16 approvals in the last four years, just six biosimilars currently are being marketed stateside. The U.S. biosimilars market hasn’t progressed as anticipated, yet some experts are wondering whether the biologic follow-ons can redeem themselves with a breakout year in 2019.

The U.S. biosimilars market has a tough road ahead. The WAC list price differential between biosimilars and the originator drugs is hovering around 30%, on average, which likely isn’t speeding biosimilars’ adoption in the U.S. Rather than playing the long game and waiting for the U.S. landscape to become more attractive, some biosimilar manufacturers like Momenta are choosing to exit the market. And others like Pfizer have shuttered their preclinical biosimilar programs to focus their efforts elsewhere. On the flip side, the Trump administration has zeroed in on drug pricing and biosimilars as priorities—and, of course, the two are intertwined.


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Patients Turn to Caregivers for Help, as Should Pharma Marketers

Posted by Jennifer Gold on Tue, Dec 02, 2014

Many industries recognized long ago the value in learning from a consumer’s key influencers: friends, family members and peers. Seeking decision-making insights, consumer goods, technology and financial services industries routinely engage a moderator to, for example, identify a focus group’s collective motives for buying, say, soap or selecting a retirement plan. Meanwhile, the pharmaceutical industry often ignores a patient’s closest caregivers, who strongly influence treatment decisions.


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