Decision Resources, one of the world's leading research and advisory firms for pharmaceutical and healthcare issues, finds that when opinions about key clinical end points vary between physicians and payers, the hurdles are significantly raised for pharmaceutical companies seeking to effectively market a potential blockbuster drug.
The new special report entitled Potential Blockbusters: U.S. and European Payers Share Insight on Which Brands Will Succeed and Which Will Fall Short finds that, although physician and payer views about clinical end points for potential blockbusters are similar in many disease areas, substantial differences of opinion between these groups exist for a number of indications, including major depression.
The report, which provides analysis of 12 high-interest diseases, finds that in major depression, physicians rated a patient's quality of life to be a highly important clinical end point while payers gave quality of life a low importance rating. Additionally, while physicians rated long-term efficacy to be of low importance in their treatment decisions for major depression, payers rated long-term efficacy as a highly important clinical end point in their reimbursement decisions.
"Although many of the diseases we focused on have similar clinical end point rankings from physicians and payers, this was not the case for every indication," said Alice von Loesecke, Ph.D., director at Decision Resources. "In major depression, for example, while both physicians and payers are primarily influenced by a drug's effect on depressive symptoms at four to twelve weeks, their opinions differ greatly regarding other clinical end points. As a result, a drug company that launches a treatment for major depression would need to develop a promotional message that would vary from physicians to payers."
About the Report
Potential Blockbusters: U.S. and European Payers Share Insight on Which Brands Will Succeed and Which Will Fall Short provides information and analysis of physician perspectives and the ever-changing payer environment for potential blockbuster drugs in the following 12 high-interest diseases: age- related macular degeneration, dyslipidemia, HIV, hypertension, major depression, stage IV malignant melanoma, osteoporosis, renal cell carcinoma, rheumatoid arthritis, schizophrenia, type 2 diabetes, and venous thromboembolism. Results are based on primary research with U.S. and European payers and U.S. physicians.
About Decision Resources
Decision Resources (www.decisionresources.com) is a world leader in market research publications, advisory services, and consulting designed to help clients shape strategy, allocate resources, and master their chosen markets.
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