Biotech company seeks to maximize the commercial potential
of their premier product prior to generic entry.
A Biotech company has both branded and multi-source
offerings within the chronic pain market. They have a short-term
window for optimizing the market position of both offerings
prior to significant generic competition. The challenge for
this company was to create a strategy for maximizing the collective
value of these products while preserving the long-term commercial
potential of their premier branded product.
To assist the client in developing a well-supported
business case for pricing their premier branded product during
the exclusivity window prior to generic entry.
Our approach included an assessment
of the product profile, payer management strategies, and patient
price sensitivity. ISA recommended branded launch pricing prior
to generic entry that:
Identified important attributes within the
product class which would highlight for end users (prescribers,
payers, patients) the differences between brands and multi-source
alternatives
Characterized the value of prescriber and
patient loyalty, the criteria for therapeutic interchangeability,
and the true “switching costs” to end users
Determined the criteria for brand reimbursement
positioning on payer formularies in the face of generic
competition
Developed “class-of-trade” prices
that maximize prescriptions and market share within key
customer segments prior to introduction of generics
ISA presented the client with pricing ranges
for their premier branded product across six possible
payer market scenarios. Patient and physician strategies
for each market scenario were developed to maximize sales.
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