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But how much disruption does the industry really need or want? In its recent report Driving the future of health, PwC’s Strategy& team predicts that by 2030, healthcare will revolve around “patients empowered to prevent diseases rather than seek treatment. In a fast-paced digital world, however, innovation is more inclined to be disruptive. Merck & Co.’s product launched in the US at a list price of $150,000 for a full course of treatment, or $12,500 a month. As IQVIA points out, biomarkers that stratify responsive patients are now found in 39% of oncology trials, up from 25% in 2010. the first time the FDA had authorised a Prescription Digital Therapeutic carrying claims to improve the clinical outcomes of a disease. May 26, 2020. These were new products expected to enter the market during 2019 (Zolgensma secured US approval in May 2019, Zynteglo conditional EU approval in June 2019) and to achieve sales of at least $1 billion by 2023. However much these prices are justified by. Top Manufacturing Batch Record Trends in 2019. Pharmaceutical organisations often struggle when it comes to utilising consumer behaviour to improve its marketing, as well as care, products and services. What has started, however, is personalisation within marketing campaigns. As IQVIA comments in its. Flexible lifecycle management, real-world data, and a willingness to embrace risk-sharing or other forms of performance-based reimbursement, are part of the deal. If gene/cell therapies really promise something approaching a cure, how does industry keep on selling a cure, other than coming up with another one or breaking into new markets? All of this will be “enabled by data and algorithms, and provided within a healthcare system that is organised and regulated in an entirely new way”, PwC contends. In addition to the trends discussed, there is interesting data surrounding the pharmaceutical industry. Healthcare plays a pivotal role in establishing a healthy survival of humans. As many as 68% of respondents expected this scenario to be the norm in major healthcare markets by 2030, while 75% saw the future of healthcare as an opportunity for biopharma if the sector were willing to disrupt itself. In addition, facilities offering cell or gene therapies may face substantial additional costs acquiring the equipment, personnel and expertise to administer these products safely and effectively. Contract development and manufacturing organisations, just like the big pharma organisations, will need to improve speed, increase efficiencies and expand globally and outsourcing services and production will likely be a key enabler. According to GlobalData, sales of rheumatoid arthritis therapies are set to reach $28.5 billion in eight major markets by 2025. 3. About the Pharma 2020 series. Not only are these ‘one-shot’ therapies, predicated on potentially eliminating disease. Anna Balyuk . In England. The pharmaceutical industry is also undergoing some significant changes associated with digital disruption in a number of its branches. A perhaps less evolved cost sensitivity is reflected in premium pricing of therapies such as Keytruda. Meanwhile, pricing and reimbursement systems, and the companies they negotiate with, continue to grapple with the complexities of squaring cost, value, affordability and access within the confines of top-down drug budgets. In the US, for example, Novartis is experimenting with outcomes-based contracting for Kymriah and has offered payers a five-year instalment plan for Zolgensma. Again, opening up more collaborative partnerships and contracts between manufacturing organisations in areas such as packaging and transportation, for example. Quantzig discusses the emergence of the electronic health record. Any species needs to adapt to survive. Merck & Co.’s Keytruda, identified earlier as a new-generation blockbuster, has netted more than 20 approved oncology indications in the US. Indeed, the whole notion of value-based healthcare, while undoubtedly attractive, is a big ask that could take years to achieve critical mass. Trends in the Pharmaceutical Industry for 2020. As Pharmaprojects details in its. As Vinie Varkey, senior analyst at GlobalData, commented: “While monogenic rare diseases are the obvious first-to-go choice … targeting more frequent diseases will need a holistic approach in order to address a wider mechanism of action. The second, more radical path is gene or cell therapies, where the target is also rare disease but the path to commercial success is the promise of a ‘one-shot’ therapy at a huge upfront cost. By 2020 the current role of the pharmaceutical industry’s sales and marketing workforce will be replaced by a new model as the industry shifts from a mass-market to a target-market approach to increase revenue. Spark has introduced a rebate-based model for Luxturna that tracks outcomes over 30 to 90 days, and then 30 months. New countries, brands and indications can be activated at the touch of a button, ensuring that your launch tool evolves with your pipeline. Perhaps not surprisingly, we place COVID-19 first on this list. “Technological innovation not only impacts drug development but also the drug supply chain in aspects ranging from time to safety to manpower,” The Medical Futurist states. To increase operational efficiency and deliver insights across the production cycle, pharma organisations are adopting more and more artificial intelligence to help gather and classify large volumes of data. An IQVIA analysis, for example, suggests that if the NHS in England used clinically validated digital-health apps in five patient populations where they have reduced demand on acute care services (diabetes prevention, diabetes, asthma, cardiac rehabilitation and pulmonary rehabilitation), this could save £170 million per year while improving health outcomes. That means blockbuster launches to come, however spectacular, must be built to last in ways that go beyond patent defences, market exclusivity, line extensions, brand loyalty or aggressive contracting. Marketing departments will, therefore, need to develop strategies and tactics which support value-based propositions which will likely continually evolve. There has never been more weighting on the value proposition of the drug, or the manufacturing of the drug within a marketing plan with 2021 looming. This puts additional pressure on health systems to agree value-driven contracts on the basis of preliminary evidence with the launch of a new product, then adapt them as real-world data and outcomes flow from in-market experience. Dan Chancellor of Informa Pharma Intelligence said: “In particular, we expect several research-stage companies to transition into potential commercial operations as their drugs reach key regulatory milestones, and it is here where larger companies with global scale are best placed to create value. Naturally, the pharma marketer has an important ongoing role to play. We have previously published 10 steps to kick-start your digital marketing strategy which is worthy of revision if you feel that your digital capability is limited. Of course, there are already a number of arguments against that characterisation. PM News. the third in the Pharma 2020 series, outlines a confluence of dynamics that lead to a new marketing and sales … Comment. According to recent forecasts by GlobalData, Merck & Co’s cancer immunotherapy Keytruda (pembrolizumab) will outpace Humira as the world’s top-selling drug in 2023, notching up annual sales of $22.2 billion by 2025. 3 Tech Trends That Will Accelerate Manufacturers’ Time to Market. Although Astellas paid a 110% premium on the Audentes share price, analysts said this was in line with other large gene-therapy acquisitions, such as Novartis’ $8.7 billion agreement to take over gene therapy company AveXis in April 2018; and Roche’s still-pending $4.3 billion buy-out of Spark Therapeutics. Ultimately the … In the meantime, the pharmaceutical industry continues to pile up its bets on oncology. Pharma marketers will play a significant role in this process and will be asked to be as flexible as ever to help navigate through a challenging year. In the US, the Institute for Clinical and Economic Review acknowledged the difficulties ahead promising a unique framework for evaluating "high-impact single or short-term therapies”. Emerging cancer therapies continue to unlock unmet needs, as precision medicine – among the most significant new trends in pharmaceutical industry R&D – powers a commercial model based on detailed segmentation and rapid accumulation of new indications. This post is designed to give you a headstart. First, it concerns paperwork. These systems, moreover, are used to employing ‘buy-and-bill’ strategies, managing both diseases and budget planning with medicines that spread costs over a course of treatment. From today’s perspective and pharma industry trends, Humira already looks like something of a bridge between old- and new-style blockbusters, no matter that it is a premium-priced biologic available for multiple indications. AbbVie’s Humira (adalimumab) used to be the undisputed king of drug blockbusters, running up sales of $19.9 billion in 2018. Cancer accounted for a 35.2% share of all drugs in development, up from more than a quarter in 2010. , PwC’s Strategy& team predicts that by 2030, healthcare will revolve around “patients empowered to prevent diseases rather than seek treatment. current limitations on DTx reimbursement by public and private health insurers are a significant barrier to broader uptake. But we're a while away from this - don’t expect this in 2021. 5 Top Medical Device Industry Trends to Plan for in 2020 - Trend Brief. Recently, ‘tumour-agnostic’ cancer drugs such as Bayer’s Vitrakvi (larotrectinib) and Roche’s Rozlytrek (entrectinib) have taken this evolution a step further. Then, Covid-19 happened and threw us a curveball that will likely impact all existing forecasts. These systems, moreover, are used to employing ‘buy-and-bill’ strategies, managing both diseases and budget planning with medicines that spread costs over a course of treatment. In European markets it is already subject to multiple biosimilar challenges, This is a pharma trend to ponder as evidence emerges in the UK that the US administration has been pushing not only for higher drug prices in the NHS (National Health Service). These records help in developing targeted marketing campaigns and improve engagement rates if analyzed accurately.” Patient engagement can only increase if greater focus is placed on the patient (or HCPs depending on where in the supply chain you operate) then naturally more opportunities for closer connections will emerge. Advances in areas such as molecular and cell biology, genomics and proteomics, biomarkers and bioinformatics, have done much to revitalize pharmaceutical innovation and launch readiness while delivering safer, more effective precision medicines. Moreover, it is debatable whether a post-Brexit NHS would just cave in to US-style drug pricing, even under a Trump-friendly Conservative government led by Boris Johnson. The market entry of these therapies also tells us that truly ground-breaking innovation creates significant challenges, both for the pharmaceutical industry model and for health systems shouldering the costs of disruption. Pharmaphorum identifies that at the top level, major healthcare systems are becoming digitally driven, meaning that they have overt digital health strategies and policies, are creating the technical infrastructure to deliver digital health strategies and services, and are using the data collected by the healthcare system to evaluate outcomes and shape future strategies. But as other age-related diseases start to make enormous and competing demands on health and social-care funding, perhaps the pharmaceutical industry needs to ask itself: can the oncology dividend really keep paying out? The Management of Pharmaceutical Marketing. , upfront costs are what health systems have to deal with. So far, digital therapeutics remain a broad church, with varying approval pathways, and prescribing channels, notes the IQVIA Institute for Human Data Science in its Launch Excellence VI white paper. Also important to the pharmaceutical industry on a policy level in 2020 will be new leadership at both the US Food and Drug Administration (FDA) and the European Medicines Agency (EMA) and what changes, if any, may be forthcoming in the policy direction of those two agencies. One area in which the threat looms directly is the recent emergence of prescription digital therapeutics such as Pear Therapeutics’ reSET, approved by the US Food and Drug Administration in September 2018 for patients with substance use disorder; or WellDoc’s BlueStar, a digital-support system for type 2-diabetes management first cleared by the FDA in August 2010. In other words, among the more urgent challenges facing the pharmaceutical industry 2020, companies should be treating digital therapeutics as something potentially more substantial – and disruptive – than the latest iteration of ‘an app for everything’. The new CAR-T cell therapies Yescarta (axicabtagene ciloleucel) and Kymriah (isagenlecleucel) (see above) have topped that with sticker prices of £373,000 and $475,000 per patient. The blockbuster is still very much with us, but not by staying the same. “People will use whatever technology they can – from apps to online services and smart devices – to gain more control over their disease,” he commented. After a great deal of hype and debate, gene and cell therapies are truly upon us, as a meaningful commercial proposition and a radical new approach to treating – and potentially curing – diseases. suggests that if the NHS in England used clinically validated digital-health apps in five patient populations. Agile and effective lifecycle management will remain fundamental to long-term commercial viability in the pharmaceutical market. Healthcare and drug value is subjective, conditional and circumstantial. Among the reigning trends in pharmaceutical industry challenges, we are already seeing much more extensive requirements for post-marketing surveillance as a trade-off for faster or conditional regulatory approvals of medicines. But a focus on collecting and storing more data has signalled the beginning. Post author By Jason Smith; Post date January 9, 2021; Global Coronavirus pandemic has impacted all industries across the globe, Pharmaceutical Industry Pump market being no exception. The prominent pharma industry trends include artificial intelligence (AI), additive manufacturing, blockchain, and other Industry 4.0 technologies. Protel tracks capex project activity across the main process sectors to help suppliers win new business. “There will be less emphasis on treatment and care, and more on prevention, diagnostics, and digital solutions, such as mobile apps, smart monitoring devices and artificial intelligence-enabled analytics tools”. Systematically capture key learnings throughout the launch cycle to drive improvements and better informed decisions in future. The level of innovation that’s taking place in the industry is likely to create tremendous value. Trends in China’s pharmaceutical market will definitely see changes through the coming years, especially with the Chinese government’s changes to pharmaceutical … Something else Humira has on its side is a seemingly impenetrable wall of patents in the key US market where it makes so much of its money. That was far ahead of other go-to categories such as neurologicals, alimentary/metabolics or anti-infectives. As we noted in our discussion of gene and cell therapies, there remain a number of practical, logistical, technical and cultural barriers to implementing innovative financing models that enable payers to monitor and respond to real-world drug value. In 2020, the pharmaceutical industry continues its transition to value-based outcomes and a focus on gathering more real-world evidence. This trend will likely continue in 2021. Press Release Pharmaceutical Grade Calcium Acetate Market Share Current and Future Industry Trends, 2020-2024 Published: Nov. 13, 2020 at 3:46 a.m. Doing so, however, requires investment in infrastructure, data-sourcing/analysis and system integration, as well as agreement on suitable endpoints and how to measure them. Marketing automation (interchangeably known as inbound marketing) is gradually being introduced within all pharmaceutical organisations from a content standpoint. Pharma 2020: Marketing the future - Which path will you take? Top Nutraceutical Trends … The realities of many of the transformational clinical and technological breakthroughs in the pharmaceutical industry are coming to a head in 2020, forcing drug makers to evaluate, … Press Release Specialty Pharmaceutical Market 2020 Global Trends, Market Share, Industry Size, Growth, Sales, Opportunities, and Market Forecast to 2026 A performance-based agreement is in place for, with a group of health-insurance providers. The revenue generated by the pharmaceutical industry is increasing rapidly, and it is expected to reach over $120 billion by the year 2030. A narrow and deep focus will mean you will stay on the right tracks. From defining what you want your company culture and values to look like to building your talent brand to finding ways to constantly reinforce your core value, spend 2020 addressing your brand and what this means to the people that come into contact with your pharma organisation. : “While monogenic rare diseases are the obvious first-to-go choice … targeting more frequent diseases will need a holistic approach in order to address a wider mechanism of action. “After a great deal of hype and debate, gene and cell therapies are truly upon us, as a meaningful commercial proposition and a radical new approach to treating – and potentially curing – diseases. Subtle touches as such will be required from the providers and can be introduced further down the chain which marketing managers will naturally be asked to oversee. Was first approved in the US, but one of the blockbuster is still very much present or?! For example and “ could create a future marked by lower margins ”, as as! 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