Current health systems built to evaluate and pay for traditional drugs are going to struggle with gene and other unusual therapies – but manufacturers can take steps before launch to define how manufacturers assess and value these new products.
This yearly review analyzes recent developments, trends and outlooks in the areas of biotechnology, biosimilars, biopharmaceuticals, biologics, biomarkers and biobanks.
Emboldened by 2017’s back-to-back FDA approvals of the first drugs that use genetically engineered patient immune cells – Kymriah (tisagenlecleucel) to treat leukemia and Yescarta (axicabtagene ciloleucel) to combat large-B-cell lymphomas – immunotherapy researchers are continuing to revolutionizing cancer treatment. But uneven patient response rates and the side effects often associated with immunotherapies are putting high priority on accurately identifying which patients would benefit most from particular treatment options.
Pharma marketers must listen to their customers and find ways to smooth the patient journey if they are to create effective customer experiences and create loyalty beyond the first prescription.
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It’s no surprise that the patient experience with the healthcare system often leads to frustration and despair. With chronic disease affecting around 50 percent of the U.S. population, it puts into perspective the sheer volume of patient experiences that are being generated each day and the magnitude of the problems that need solving. The high cost of therapies, the long wait to see a physician, the administrative burden of getting a prior authorization…the list goes on. But the day is coming, and in some cases it’s already here, where a patient could have a robust health system right in their pocket.
Nearly two-thirds of U.S. senior business decision-makers rank big data/analytics first among the technologies necessary for enhancing the customer experience. A similar number put “improving data analysis capabilities” at the top of their priorities.
A recent study of DTC advertising appearing in the Journal of General Internal Medicine concluded that few broadcast ads are compliant with FDA’s guidelines. The reality, though, might not be so cut and dried.
While many of us from blue states and urban bubbles fret over some of the actions of President Donald Trump, it’s good to take a clear-eyed view of whether or not Trump and this administration has been good for the medical marketing industries. Moreover, it’s useful to consider how a “blue wave” in the midterm elections might change the dynamic.
It’s not hard to see how precision medicine will re-make the world of research and development and manufacturing and distribution for pharmaceutical and medical product companies. But it will make new demands on the supply chains of these organizations.
