The following blog is an expanded summary of proposed research accepted for delivery at the upcoming 22nd ISPOR Annual International Meeting, Research Poster Presentations - Session I, entitled “Health Care Use & Policy Studies”, to be held in the John B. Hynes Convention Center (Level 2) in Boston on Monday May 22, 2017 from 8:30am-2:30pm. The poster author discussion hour will be from 1:00-2:00pm.
Research presented from Mylan Pharmaceuticals at the recently held 2016 annual meeting of the American Society of Clinical Oncology (ASCO) generated excitement within the medical community in demonstrating comparable clinical trial results of their biosimilar drug Myl-14010 to Herceptin from Roche.1 This is the first biosimilar drug to show comparable effects to a biologic drug in the treatment of cancer. Herceptin has been a game-changer in the treatment for about 25% of breast cancer patients.1 The hope and promise is that biosimilars will bring less expensive copies of many biologic cancer drugs, thereby increasing affordability and expanding access of these therapies around the world and not just in developed economy pharmaceutical markets. While this is the hope, the question is whether biosimilars will deliver on this promise? What does economic analysis predict regarding the price effect of biosimilars in the US drug market?
Pharmaceutical companies spend a substantial amount of money on sales & marketing (S&M). One recent article noted the top 10 pharma companies spent $98.3 billion on S&M in 20131. Internal pharma company commercial operations units (skill center functions that support and connect S&M) spend substantial time and resources along with their consulting company partners to measure the return on investment (ROI) and effectiveness of S&M spending. Likewise, academic marketing scholars have also focused a great deal of attention researching the life sciences (encompassing companies in pharmaceuticals, biotechnology, and medical devices).