Brace yourselves for layoffs at GlaxoSmithKline. The saga is familiar: An aging blockbuster loses steam to competing meds, and its maker gets out the cost-cutting ax to compensate. This time, the faltering drug is Advair, which adds some new twists to the story--including a warning to the whole pharma industry about formulary placement.
Want a surefire way to shake up a drug market? Introduce new medication options that make it easier for patients to manage their disease. MS drugmakers would know; their market is all of a sudden full of them.
For one, a game-changing trio of pills is providing an alternative to injections. Novartis' Gilenya hit first in September 2010, followed by Sanofi's Aubagio and Biogen Idec's Tecfidera. Two of those three, Gilenya and Tecfidera, nabbed spots on our list of Top 15 drug launch superstars after hitting the ground running. They're primed to keep moving up the food chain, too.
Drugmakers raise U.S. prices to make more money. This isn't a surprise to anyone. It's a basic business strategy, and the U.S. market is among the few where pharma companies still have considerable pricing power. But thanks to a steady flow of expensive new cancer therapies--and a public brouhaha over the cost of next-gen treatments for hepatitis C--drug prices are on center stage.
Prominent cancer doctors have balked at adopting a new Sanofi drug, Zaltrap, because they decided its benefits weren't worth the cost. Pharmacy benefits managers, notably Express Scripts, have nixed drugs from their formularies in favor of competing--and less expensive--options. And Gilead Sciences' pricing poster child Sovaldi has private payers and government programs so spooked, they're considering limiting its use to the sickest patients, at least until they can use soon-to-be-approved rivals to negotiate better pricing. Click here to read the full report on FiercePharmaMarketing >>
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Monday, Boehringer Ingelheim pegged its brand-new treatment, Ofev, at $96,000--just a hair over the $94,000 Roche ($RHHBY) will charge for its own contender, Esbriet. It's a price Boehringer's U.S. CEO, Paul Fonteyne, said his company put a lot of thought into.
Imagine you're a pharma marketer shrouded by an invisibility cloak. You can see when someone views your latest ad campaign on television, and then follow them to the doctor's office or even the pharmacy when they pick up their meds. A new initiative from Nielsen Catalina Solutions and marketing analytics firm Crossix Solutions aims to do just that, helping pharma marketers craft more targeted campaigns by anonymously measuring TV viewership in real-time and tracking prescription purchases.
A U.K. cancer survivor has gathered almost 30,000 signatures on a petition asking Roche to lower the price of its new breast cancer treatment Kadcyla. The breakthrough armed-antibody therapy is priced at about $94,000 for a 9-month course--or almost $150,000 when used as designed, alongside Roche's other new breast cancer drug Perjeta.
In choosing a face for its new Theraflu Fluprint campaign, Novartis Consumer Health was on the hunt for someone who understood the importance of being flu-ready--and who used Theraflu products, of course, company spokeswoman Liz Power told FiercePharmaMarketing.
With a three-part, multibillion-dollar transaction with Novartis set to close next year, changes are on the way for GlaxoSmithKline--and, fittingly, for its top management ranks, too.
The market for Humira is a large one: the med raked in $11.02 billion last year to top the list of the world's best-selling drugs. So it's no surprise that biosimilar developers are going after a piece of that market--including Amgen, which released some head-to-head data last week that could help it make its regulatory case.