In order to maximize potential commercial return, biosimilar developers must adopt clear and effective strategies that leverage their internal capability and potentially capture the expertise of partners. Partnership activity in the biosimilar space increased 34% in 2013 compared with 2012, with 34 new partnerships formed in 2013 compared with 26 in 2012. Biosimilar developers need to assess the optimal strategies to implement early in product development to differentiate their biosimilar product from rival biosimilars and from the reference biologic. Companies that market reference brands are at risk of losing considerable revenue and need to adopt defensive strategies to limit or offset sales erosion. For both of these types of market players, determining the optimal strategy is challenging given the highly dynamic biosimilars environment and the need to factor in the impact of the evolving perceptions of key stakeholders such as physicians and payers.
Company strategies: Case studies describing biosimilar manufacturer’s strategies to promote biosimilar adoption and branded biologic innovator manufacturer’s strategies to limit or offset sales erosion biosimilar erosion.
Markets covered: Global assessment of strategic alliances for the development of biosimilars.
Primary research: Surveys with 560 specialist physicians across six different specialties in the United States and Europe. Surveys with an additional 60 U.S. managed care organization directors and 10 telephone interviews with key European payer advisors. Primary market research with key stakeholders to assess the following:
- Perceptions of biosimilar marketing campaigns.
- How postmarketing studies influence uptake of biosimilars.
- Extent to which counter-detailing influences stakeholder perceptions.
- Attitudes toward host-cell species for biosimilar development.
Biosimilar Strategic Alliances Deliverable: Assessment of 135 biosimilars-focused partnerships across nine drug classes and 22 molecules.