PHARMA MARKETING: UNRAVEL RWD WITH ......PHARMA MARKETING: UNRAVEL RWD WITH ADVANCED ANALYTICAL...

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PHARMA MARKETING: UNRAVEL RWD WITH ADVANCED ANALYTICAL FRAMEWORKS TO STRATEGICALLY PREPARE FOR COMMERCIAL BIOSIMILAR LAUNCH Proprietary and Confidential JAN 2021 1

Transcript of PHARMA MARKETING: UNRAVEL RWD WITH ......PHARMA MARKETING: UNRAVEL RWD WITH ADVANCED ANALYTICAL...

Page 1: PHARMA MARKETING: UNRAVEL RWD WITH ......PHARMA MARKETING: UNRAVEL RWD WITH ADVANCED ANALYTICAL FRAMEWORKS TO STRATEGICALLY PREPARE FOR COMMERCIAL BIOSIMILAR LAUNCH Proprietary and

PHARMA MARKETING: UNRAVEL RWD WITH ADVANCED ANALYTICAL FRAMEWORKS TO STRATEGICALLY PREPARE FOR COMMERCIAL BIOSIMILAR LAUNCH

Proprietary and Confidential

JAN 2021

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MEET THE TEAM

DANIEL BRITTO

ASSOCIATE CONSULTANT

Daniel is an Associate Consultant at D Cube Analytics, who has around 5+ years of experience in supporting the analytical needs of

the regional and global brand teams in their quest towards building-up next-gen strategies across launch and pre-launch space. He

brings in expertise on the Inflammation therapeutic area and has solved business problems pertaining to sales and commercial

analytics, Payer and Provider analytics, and also Patient treatment dynamics by leveraging syndicated data sources and extensive

market research

JANANI DAMODARAN

CONSULTANT

Janani is Consultant at D Cube Analytics; she comes with 6+ years of experience in supporting Market Planning and Brand teams with

analytical solutions to make strategic data driven decisions. She has extensively worked on Oncology, Neuro and Immunology

therapeutic areas covering a spectrum of business problems - Pre/Post Drug Launch Strategic Analysis, Patient Chart Audits,

Physician-level data analytics, Sales Force Effectiveness and Primary Market Research

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OUR AGENDA TODAY

1. OVERVIEW OF BIOSIMILARS & ITS MARKET POTENTIAL

2. CONVENTIONAL BRAND LAUNCH STRATEGIES

3. UNDERSTANDING THE NUANCES OF THE BIOSIMILARS MARKET FOR LAUNCH PREP

A. PAYER LANDSCAPE & CONTRACTING

B. PROVIDER LANDSCAPE & TARGETING

C. PATIENT LANDSCAPE & SUPPORT

D. MULTI-DIMENSIONAL ANALYSIS

4. CONCLUSION

- Click on the corresponding boxes for navigating to their respective sections

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OVERVIEW OF BIOSIMILARS

Biosimilars• A biosimilar is a biologic that is highly similar to and has no clinically meaningful differences (in terms of quality, safety and efficacy) from another biologic that’s

already approved and whose patent has expired, known as a reference product• Minor differences between the reference product and the proposed biosimilar in clinically inactive components are acceptable

How are biosimilars different from their reference product?

Biologic Biosimilar Generics

DefinitionReference product

Similar to, and not identical to

reference product

Bioequivalent and identical to reference product(non-biologic)

Development Cost

$800 Million - $1 Billion

$100 – $200 Million $1 – $2 Million

Time to Market 15 years 8 – 10 years 2 – 3 years

Launch price Most expensive20-30% discount over reference

product

80-90% discount over reference product

FDA Approval Pathway

Approval of a biosimilar is based on the “totality of the evidence” standard, which can be defined as the sum of data from analytical, preclinical, and clinical studies

CLINICAL PHASE II AND III

CLINICAL PHASE I

PRECLINICAL

ANALYTICAL ANALYTICAL

PRECLINICAL

CLINICAL PHASE 1 PK/PD

CONFIRMATORY CLINICAL PHASE III

REFERENCE MEDICINE DEVELOPMENT

Main goal is to determine the clinical effect for each

indication

BIOSIMILAR DEVELOPMENTMain goal is to establish

similarity to the reference medicine

Please note: Facts represented in the slides are referred from verified & trusted sources and the links are mentioned in the Appendix Slide

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BIOSIMILARS MARKET HAS EVOLVED RAPIDLY OVER THE PAST 5 YEARS IN THE US

US

US vs EU 1

6 8 10 11

14

9

16

26

1 2 3 4 5

# A

pp

rove

d

Bio

sim

ilars

Number of Years After Approval of First Biosimilar

Europe United States

13

57

10

21 1 13

6 6

2015 2016 2017 2018 2019 2020

# of approvals # of available Biosimilars

Number of Approved vs Number of Available Biosimilars Cumulative Number of Biosimilars Approved for Marketing in Europe vs US

Uptake of biosimilars in the US (in terms of Units)

Of the biosimilars approved to date in 2020, 64% have launched and are availableOncology TA dominates the biosimilar market with 9 biosimilars already launched

US biosimilar landscape is advancing twice as fast as the EU biosimilar landscape

Please note: Facts represented in the slides are referred from verified & trusted sources and the links are mentioned in the Appendix Slide

0

4

8

12

16

20 NEULASTA

FULPHILA

UDENYCA

ZIEXTENZO

EPOGEN

PROCRIT

REMICADE

INFLECTRA

RENFLEXIS

AVSOLA

0

1

2

3

4

5

6 HERCEPTIN

HERZUMA

KANJINTI

OGIVRI

ONTRUZANT

TRAZIMERA

RITUXAN

RUXIENCE

TRUXIMA

AVASTIN

MVASI

ZIRABEV

Supportive care / ImmunologyOncology

# of approved Biosimilars - 28 # of available Biosimilars - 18

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2015 2020 2025 2030 2035

LemtradaSoliris

BenlystaHumiraStelaraYervoyCimzia

PerjetaSimponiDarzalex

Prolia/XgevaAbthrax

CyramzaKadcylaFasenraOpdivo

PortrazzaLartruvo

TaltzTecentriqHemlibra

ImfinziMylotargOcrevusRepathaArzerra

EmgalityIllumetriAimovig

TakhzyroGazyva

PoteligeoKeytruda

EU

US

30+ Biologics

Are losing their exclusivity over

the next 10-15 years

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BIOSIMILARS IS A BOOMING SPACE WITH A STRONG PIPELINE OF UPCOMING LAUNCHES OVER THE NEXT 10 YEARS

Estimated Growth of Biosimilars

$12B

$36B

2020 2025

~25%

Estimated Biologic Patent Expiries

Key Biologics with LOE between 2021 to 2030

(CAGR)

Please note: Facts represented in the slides are referred from verified & trusted sources and the links are mentioned in the Appendix Slide

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OUR AGENDA TODAY

1. OVERVIEW OF BIOSIMILARS & ITS MARKET POTENTIAL

2. CONVENTIONAL BRAND LAUNCH STRATEGIES

3. UNDERSTANDING THE NUANCES OF THE BIOSIMILARS MARKET FOR LAUNCH PREP

A. PAYER LANDSCAPE & CONTRACTING

B. PROVIDER LANDSCAPE & TARGETING

C. PATIENT LANDSCAPE AND SUPPORT

D. MULTI-DIMENSIONAL ANALYSIS

4. CONCLUSION

- Click on the corresponding boxes for navigating to their respective sections

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IN THE CONVENTIONAL DRUG LAUNCH STRATEGY, EACH STAKEHOLDER JOURNEY PROVIDES A PERSPECTIVE IN TERMS OF TARGETING & MESSAGING OF THE NEW DRUG

6

3

21

4

97

Brand

At Launch

Pre

-Lau

nch

Post Lau

nch

5

8

10

11

12

1314

An Integrated Launch Analytics Framework

Define universe of stakeholders

Understand Stakeholder

Journeys

Assess brand positioning and size in the

market and adjust rebates/contracts

accordingly

Medical Team (Kol/MSL) interactions with

Stakeholders to make them aware of the

upcoming drug

IT Infrastructure setup to assist at Launch

Pre-Launch

1

2

3

4

5

Monitor outcomes and

HCP/Patient experiences

Track product uptake and adoption rate at

different parts of the stakeholder journey

Track stakeholder satisfaction

with the drug

Post - Launch

12

Identify market access

challenges and address them

Onboard patients/physicians smoothly by

quickly addressing drug-related issues

Quickly adapt targeting strategies based

on outcomes

At Launch

6

8

9

7

11

10

Monitor patient

adherence/persistency13

Extension of line for the drug14

Market Forces: Regulations, CompetitionInternal Forces: Field force/MSLsExternal Forces: Patient, Physician, Payer

Developing operational agility

to setup tracking and other

future growth analytics

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IN THE CONVENTIONAL DRUG LAUNCH STRATEGY, EACH STAKEHOLDER JOURNEY PROVIDES A PERSPECTIVE IN TERMS OF TARGETING & MESSAGING OF THE NEW DRUG

Patient Cohorts of interest

Treatment Journey – Drug Switch

Population Risk & Disease progression prediction

Patient Behavior

Develop holistic understanding of customer universe

in the market of interest and drive better customer

experience while minimizing revenue leakage &

understanding drivers that affect patient decisions

Insi

ghts

Ou

tco

mes

Physician Profiling

Outreach Program Effectiveness

Physician Targeting Planning

Plan & Drive an optimal omni-channel

marketing & targeting strategy to reach

physicians and provide them with optimal

messaging

Insigh

tsO

utco

mes

Source of Business

Payer negotiation

Market Access metrics

Understanding payer dynamics and design

an optimal payer strategy to better position

the drug in the market for optimal patient

access, complementing marketing effort

Insigh

tsO

utco

mes

Favorable patient profiles for brand

Physician profiling into early adaptors/ torch bearers

Payer dynamics for negotiation and brand positioning

Develop market understanding & effect of

external forces on Brand and help outline and

execute strategies to help tackle them during

the launch phase.

Insi

ghts

Ou

tco

mes

Claims | EMR/EHR | Social Media | RWDSP Data | Viva Data | Sales Data | Claims

Claims | MMIT | Sales Data Claims | MMIT | Financial Data

Patient Physician

Payer

• Voice of Patient

• Patient Flow

• Drivers of Choice of

Therapy

• Drivers of Persistence

& Adherence

• Segmentation

• Early Adoption

Targeting

• Integrated

Marketing Plan

• Payer Segmentation

• Impact of access

• Rebate & Contract optimization

Brand

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Proprietary and Confidential

OUR AGENDA TODAY

1. OVERVIEW OF BIOSIMILARS & ITS MARKET POTENTIAL

2. CONVENTIONAL BRAND LAUNCH STRATEGIES

3. UNDERSTANDING THE NUANCES OF THE BIOSIMILARS MARKET FOR LAUNCH PREP

A. PAYER LANDSCAPE & CONTRACTING

B. PROVIDER LANDSCAPE & TARGETING

C. PATIENT LANDSCAPE AND SUPPORT

D. MULTI-DIMENSIONAL ANALYSIS

4. CONCLUSION

- Click on the corresponding boxes for navigating to their respective sections

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Factors to be considered for Biosimilar Launch

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IN ADDITION TO THE CONVENTIONAL LAUNCH STRATEGY PLANNING, IT’S VITAL TO UNDERSTAND THE NUANCES OF BIOSIMILAR MARKET TO PREPARE FOR A COMMERCIAL BIOSIMILAR LAUNCH

Adoption of Biosimilars by the Stakeholders

Competitive environment

• Lack of Biosimilar coverage and the control exerted by Payers through formulary restrictions• Broader organizational support and education/awareness hinders adoption of Biosimilars by Providers• Unfamiliarity, parity biologic coverage and clinical reasons are the key barriers to Patient’s buy-in

• Key differentiators: Achieving healthcare outcomes at reduced cost• Potential other differentiators: Home infusion, Better PSPs, Reduced infusion time/frequency, Convenient form, etc.

• In addition to the reference product, several competition posed by other biosimilars, Bio-comparables and Bio-betters make it a dynamic market

• Reduction in WAC and ASP prices of products and comparable OOP costs

• Payer and provider segments favouring the reference product• Identifying high value opportunistic segments of patient groups• Accessibility of reference products

Why are Biosimilars not as successful as the reference product

Understanding the Reference Product

Emphasize on Differentiated Value Add

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OUR AGENDA TODAY

1. OVERVIEW OF BIOSIMILARS & ITS MARKET POTENTIAL

2. CONVENTIONAL BRAND LAUNCH STRATEGIES

3. UNDERSTANDING THE NUANCES OF THE BIOSIMILARS MARKET FOR LAUNCH PREP

A. PAYER LANDSCAPE & CONTRACTING

B. PROVIDER LANDSCAPE & TARGETING

C. PATIENT LANDSCAPE AND SUPPORT

D. MULTI-DIMENSIONAL ANALYSIS

4. CONCLUSION

- Click on the corresponding boxes for navigating to their respective sections

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ANALYZING THE HISTORICAL PERFERENCE OF PAYERS AND THEIR INFLUENCE & CONTROL ON THE CHOICE OF DRUG ARE THE KEY FACTORS THAT DETERMINES THE BIOSIMILAR ADOPTION IN THE MARKET

MARKET PRESENCE

MARKET CONTROL

COST/RISK SHARING FAVORABILITY

• Covering Biosimilars• Biosimilars at

parity/advantaged coverage• Quicker time to favorable

position• Step restrictions imposed on

Reference Product• Biosimilar market share at-

par/greater than Reference product

• % Contribution to market sales

• % Contribution to biosimilar sales

• % Contribution to Reference Product sales

• % contribution to overall lives

• Low OOP for Biosimilars vs Reference Product

• Percentage of $0 Copay is greater compared to Reference Product

• Differential/Non-Differential coverage

• Change in Biosimilar shares observed after step implementations

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MMIT DATA

CLAIMS DATA

Analytical Use-cases

Diff. Coverage Analysis

Target

Population

Study

Payer Re-imbursement

Analysis

Relative Coverage Analysis

Payer Mix Analysis

OOP Analysis

Performance Tracking

Market Share/Contribution

Analysis

Step Impact

Analysis

Payer Segmentation

Analysis

Formulary Restriction

Analysis

13

1

3

4

2

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USE OF ADVANCED ANALYTICAL TECHNIQUES IS PRIME IN THIS ERA TO BETTER TAP INTO THE POTENTIAL OF NEW AGE DATASETS TO SEGMENT THE PAYERS FOR CUSTOMIZED & ROBUST TARGETING EXERCISE

Robust Classification Models to

produce highly accurate classifications of

the population being studied

Generalized Linear Models to

generate statistically significant predictions,

relevant to the healthcare outcomes of

interest

Rule Based Algorithms to apply

customized business rules to garner more

meaningful & relevant insights of interest

Advanced Analytical Techniques Analytical OutputsKey Factors

Drivers of Adoption

Restrictions

imposed

Reaction towards

Market events

Biosimilar

Favorability

Ability to Control

Payer Potential/

Influence

Scope for

Biosimilar Growth

Favoring Biologics• Comprises of Payers who are

favoring loyalists to Reference product and do not prefer Biosims

Favoring Biosims• Comprises of Payers who are

more open to favor Biosimilars over the reference drugs

Favoring Both• Comprises of Payers who

adopt/prefer both the Biologics and the reference product without any differentiation

Universe

Understand the important factors driving biosimilar adoption among payers

Identify the segments and have a targeted/customized marketing activities

Effective contract strategy for quicker adoption and increased profitability

Outcomes Targeted

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DifferentiatorsTraditionalists

FOCUS SHOULD BE ON TO PROACTIVELY MONITOR THE BIOSIMS ADOPTERS AND TO HAVE CONTRACT NEGOTIATIONS AND OTHER PORTFOLIO LEVEL INTERVENTIONS TO PUSH THE NON-ADOPTERS TO FAVOR BIOSIMS

Illustrative

Experimentalists Safety Players

Focus on proactively monitoring & engaging to maintain the

current status

Focus on pushing biosimilars adoption through contracting

strategies

Focus on positioning the product to eliminate the

differentiation

Focus on pushing biosimilar preference over biologics

through effective contracting strategies

Proprietary and Confidential

• Payers who contributes to top 50% of market volume & top 50% of covered lives

• Payers who covers all biosimilars at advantaged coverage and have biologics at disadvantaged position

• Claims share of biosimilars is greater than 40%

• Difference in OOP of Biosimilar vs reference product is higher

• Payers who contributes to top 50% of market volume & top 50% of covered lives

• Payers who covers all biosimilars at disadvantaged position

• Claims share of biosimilars is lesser than 30%

• Difference in OOP of Biosimilar vs reference product is lesser or negligible

• Payers who contributes to top 50% of market volume & top 50% of covered lives

• Payers who covers biosimilars with differential coverage

• Claims share of biosimilars is greater than 30%

• Difference in OOP among Biosimilars are higher

• Payers who contributes to top 50% of market volume & top 50% of covered lives

• Payers who covers both biosimilars and biologics with similar coverage

• Claims share of biosimilars is greater than 30%

• Difference in OOP of Biosimilar vs reference product is lesser or negligible

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OUR AGENDA TODAY

1. OVERVIEW OF BIOSIMILARS & ITS MARKET POTENTIAL

2. CONVENTIONAL BRAND LAUNCH STRATEGIES

3. UNDERSTANDING THE NUANCES OF THE BIOSIMILARS MARKET FOR LAUNCH PREP

A. PAYER LANDSCAPE & CONTRACTING

B. PROVIDER LANDSCAPE & TARGETING

C. PATIENT LANDSCAPE AND SUPPORT

D. MULTI-DIMENSIONAL ANALYSIS

4. CONCLUSION

- Click on the corresponding boxes for navigating to their respective sections

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IDENTIFYING THE RIGHT SEGMENT OF HCPs WHO WOULD BE THE POTENTIAL EARLY ADOPTERS / TORCH BEARERS IS KEY TO HAVE A HEAD START WHEN IT COMES TO BIOSIMILAR ADOPTION

1

3

4

2

a) Inclination towards

the Reference

Product

b) Preference towards

BiosimilarsStudying the

medical

exceptions cases

deviating from the

formulary status

Understanding the

influence of Payers

and Market control

on Provider’s

treatment decision

Potential value

add that the

Provider bring to

the business

Favorability

Formulary Sensitivity

Impact of Payers

Importance of Provider

- Contribution to reference product’s market sales (units)

- Contribution to reference product’s patient share

- Rate of uptake of biosimilars

- Usage of biosimilars

- Contribution to therapeutic area level market sales

- Influencer score

- Network score (Affiliations and Referred-in / out HCPs)

- Clinical score (Patient count, Referred-in / out patients)

- Thought leadership (Publications, Speaker events, CT)

- Adoption / usage of Biosimilars versus control

established by Payers

- % of cases of getting Prior Authorization to

provide patients with the best care

- Usage of reference product despite of formulary restrictions

- Adoption / usage of Biosimilars despite of affiliation guideline

1

2

3

4

Proprietary and Confidential

Analytical Use-cases

Target

Population

Study

Early/Later

Adopters

Impact of

Payers

Specialty wise

Market Share

Contribution

Drug

Preference

Integrated

Marketing

Plan

Physician

Concentration

KOL

Identification

Physician

SegmentationData Sources: Xponent, DDD

Data Sources: Claims, HCOS, Xponent, DDD, PubMed, Sunshine

Data Sources: Claims, Xponent, DDD

Data Sources: Claims data, Xponent, DDD

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USE ADVANCED ANALYTIC TECHNIQUES LIKE SEGMENTATION TO STUDY DYNAMICS OF THE PROVIDER UNIVERSE AND DEVELOPING A CUSTOMIZED TARGETING & MESSAGING STRATEGY

2 3 4

CREATE A STITCHED MASTER DATASET

1 5

USER SELECTIONSAPPLY ENSEMBLE

CLUSTERING ALGORITHMSANALYZE THE CLUSTERS &

PROFILESDESIGN STRATEGIC

RECOMMENDATIONS

k-Means

HierarchicalClustering

Latent ClassClustering

Rule basedclustering

k-Prototype

MARKET BASKET

TIME PERIOD

DATA SOURCES: LAAD, Xponent, DDD

Preference towards the Reference Product

Adoption of Biosimilars

Impact of payer on HCP

NORMALIZED SCORES (0,100) FOR CATALOGUE OF PROVIDERS

Adherence to Formulary Status

Importance of HCP

C1

Pioneers

C3

Traditionalist

C2

Late Adopters

ILLUSTR

ATIV

E

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Current Behavior

TAILOR MADE APPROACH OF TARGETING & MESSAGING IS THE NEED TO DRIVE ADOPTION OF BIOSIMILARS ACROSS THE IDENTIFIED SEGMENTS

Illus

trativ

e

Pioneers Late Adopters Traditionalist

ILLUSTR

ATIV

E

Desired

Behavior

In addition to being the pioneers of early adopters of Biosimilars, act as evangelists to increase adoption of Biosimilars

Evaluate patients with Biosimilars early to experiment and learn

Switch patients with higher OOP to Biologics

Proprietary and Confidential

• Historic early adopters of Biosimilars

• High volume of Patients & Product (Biosimilars / Reference product) Usage

• Presents or closely involved in clinical/market events

• Treatment decisions are influenced by clinical/market events

• Believe in RWE and hesitate to experiment

• Follows a “wait and watch” strategy when it comes to new therapies

• Highly influenceable by KOLs/influencers while making treatment decisions

• Religiously follows the conventional treatment pathways

• Lower potential; low volume of Patients & Product (Biosimilars / Reference product) usage

• Not an active participant in conferences/speaker programs

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OUR AGENDA TODAY

1. OVERVIEW OF BIOSIMILARS & ITS MARKET POTENTIAL

2. CONVENTIONAL BRAND LAUNCH STRATEGIES

3. UNDERSTANDING THE NUANCES OF THE BIOSIMILARS MARKET FOR LAUNCH PREP

A. PAYER LANDSCAPE & CONTRACTING

B. PROVIDER LANDSCAPE & TARGETING

C. PATIENT LANDSCAPE AND SUPPORT

D. MULTI-DIMENSIONAL ANALYSIS

4. CONCLUSION

- Click on the corresponding boxes for navigating to their respective sections

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REAL-WORLD DATA PROVIDE BETTER UNDERSTANDING OF BOTH THE ORGANIC AND INFLUENCED ADOPTION BEHAVIORS OF THE PATIENTS REQUIRED FOR ENHANCED AND IMPROVED TARGETING EXERCISE TO DRIVE BIOSIMILAR ADOPTION

RWD Data Sources

Contains:

• Diagnosis & treatment

info

• Cost related information

• Data of insured

population

• Captured at point of care

• Lab test results and other

patient vitals/biomarkers

not captured in claims

• Captured from live health

tracking

• Realtime data of patient

health diagnostics

• Captures patient

sentiments shared online

Claims

Data

EHR

Data

Apps,

Social

Media

Analytical Use-cases

Patient

Sentiment

Analysis

Cause &

Effect

Analysis

Duration

of

Therapy

Target

Population

Study

Source of

Business

Switching

Analysis

Adherence &

Persistence

Analytics

Line of

Therapy

Performance

Tracking

Treatment

Pathway

analysis

Drivers

of

Adoption

Key Attributes to Evaluate

Organic Traits

• Biosimilar preferences at different lines of

treatment

• Bio-Switching Character

• Persistency on biologics vs biosimilars

• Preference of device type

• Total Amount paid by Patient

• Patient's preference in over-ruling biologics

treatment

• Time taken to adopt biosimilar treatment

Influenced Traits

• Impact of Affiliated geography

• Impact of treating Provider

• Impact of Payer coverage

• Participation in biosimilar & biologics

support programs

• Impact of biosimilar/biologics

sentiments on social platforms

• Biosimilar preferences at different lines of

treatment

• Bio-Switching Character

• Persistency on biologics vs biosimilars

• Preference of device type

• Total Amount paid by Patient

• Patient's preference in over-ruling biologics

treatment

• Time taken to adopt biosimilar treatment

Organic Traits

• Impact of Affiliated geography

• Impact of treating Provider

• Impact of Payer coverage

• Participation in biosimilar & biologics support

programs

• Impact of biosimilar/biologics sentiments on social

platforms

Influenced Traits

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Proprietary and Confidential

OUR AGENDA TODAY

1. OVERVIEW OF BIOSIMILARS & ITS MARKET POTENTIAL

2. CONVENTIONAL BRAND LAUNCH STRATEGIES

3. UNDERSTANDING THE NUANCES OF THE BIOSIMILARS MARKET FOR LAUNCH PREP

A. PAYER LANDSCAPE & CONTRACTING

B. PROVIDER LANDSCAPE & TARGETING

C. PATIENT LANDSCAPE AND SUPPORT

D. MULTI-DIMENSIONAL ANALYSIS

4. CONCLUSION

- Click on the corresponding boxes for navigating to their respective sections

22

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GEOGRAPHY SEGMENTATION OF PAYER’S CONTROL ON BIOSIMILARS & REFERENCE PRODUCT VS. PHYSICIAN’S PRESCRIPTION PATTERN HELPS IN DEVELOPING TAILORED ENGAGEMENT STRATEGIES

23Proprietary and Confidential

PROVIDER CONTROL

PA

YER

’S C

ON

TRO

L

Payer Controlled

Geographies

Provider Controlled

Geographies

Uncoordinated / Independent Geographies

Payer-Provider Coordinated Geographies

Geography Segmentation

ILLUSTR

ATIV

E

Key Attributes:

• High payer control on physician

prescribing behavior of Biosimilar

adoption

• High pressure on physicians to

lower the overall cost and the

reimbursement rates

Payer Controlled Geographies

Key Attributes:

• High coordination of care between

providers and payers

• High control and influence on

physician prescribing behavior

• A high presence of risk-sharing

institutions (ACOs), alternative

payment models

Payer-Provider Controlled Geographies

Key Attributes:

• Presence of independent

physicians, regional payers with a

little or no influence on one another

• Presence of strong field force

required to win providers and payers

Uncoordinated / Independent Geographies

Key Attributes:

• High levels of clinical care

coordination

• High control on physician

prescribing behavior by corporate

parents

• Strong ability to negotiate the

reimbursement rates from payers

Provider Controlled Geographies

1

3 4

2

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A CROSS SECTIONAL VIEW ON PAYER X INDICATION VERSES SITE OF CARE TO IDENTIFY OPPORTUNISITC BLOCKS DRIVING THE BUSINESS OF THE REFERENCE PRODUCT FOR BETTER TARGETING

24

ILLUSTR

ATIV

E

Sources: Payer Mix Data: DRG & Symphony Health, Volume Data: IMS DDD, Net Revenue: Manufacturer’s Annual Financial Report, CMS ASP publication

Non-340B Hospitals

31%

340B Hospital

12%

Other

5%

Commercial TA1

3%

% o

f $

by p

aye

r s

eg

me

nt

&

Ind

ica

tio

n

Medicare TA1

3%

Commercial TA1

17%

Medicare TA1

$340M / 8%

Other/Fed/Gov TA1 1%

Medicaid TA1 1%

Site of Care

Co

mm

’l T

A1

2%

Kaiser

3%

Rheum

Clinic

9%

Medicare TA1

10%

Medicare TA2

4%

Commercial TA2

2%

Commercial TA1

8%

Commercial TA2

2%

Commercial TA2 <1%Comm’l TA2

<1%

Medicaid TA1 <1%

TA3 1%

Co

mm

’l T

A2

<1%

TA1 Clinic

34%

Co

mm

’l T

A1

3 %

Co

mm

’l T

A1

1%

Med

icare

TA

1

<1%

TA3 1%

Medicare TA2

2%

Medicaid TA2 <1%

TA3 <1%Other TA1 <1%

Commercial

TA2

5%

Medicare TA2

3%

Med

icare

TA

1

2%

Co

mm

’l T

A2

1%

Commercial TA1: 33%

Commercial TA2: 13%

Medicare TA2: 10%

Medicare TA1: 23%

Medicaid TA1 2%

Medicaid TA2 1%

Other Fed/Gov TA1 2%

Total TA1: 60% sales (promotable)

Total TA2: 25% sales

Other/Fed/Gov TA2 <1%

TA3 (all payers) 4%

MCL & Other

non-promotable

3%

MCL & Other non-promotable

3% MCL & Other non-promotable

4% MC

L

<1%

MCL &

Other NP

<1%

MCL &

Other NP

<1%

Med

icaid

TA

1

<1%

MCL/Other non-promotable 11%

Proprietary and Confidential

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Proprietary and Confidential

OUR AGENDA TODAY

1. OVERVIEW OF BIOSIMILARS & ITS MARKET POTENTIAL

2. CONVENTIONAL BRAND LAUNCH STRATEGIES

3. UNDERSTANDING THE NUANCES OF THE BIOSIMILARS MARKET FOR LAUNCH PREP

A. PAYER LANDSCAPE & CONTRACTING

B. PROVIDER LANDSCAPE & TARGETING

C. PATIENT LANDSCAPE AND SUPPORT

D. MULTI-DIMENSIONAL ANALYSIS

4. CONCLUSION

- Click on the corresponding boxes for navigating to their respective sections

25

Page 26: PHARMA MARKETING: UNRAVEL RWD WITH ......PHARMA MARKETING: UNRAVEL RWD WITH ADVANCED ANALYTICAL FRAMEWORKS TO STRATEGICALLY PREPARE FOR COMMERCIAL BIOSIMILAR LAUNCH Proprietary and

RICH INSIGHTS FROM THIS ANALYTICAL FRAMEWORK HELP PHARMA COMPANIES IN DEVISING CONTRACTING, MARKETING AND FIELD FORCE EXECUTION STRATEGIES TO MAXIMIZE REVENUE

Helps in identifying the right set of payers with maximum potential to have contracts to uplift biosimilar adoption

1

Helps in identifying the payers & providers with greater ability/influence in controlling biosimilar consumption in the market for targeting purposes

2

Key input for refining, optimizing and prioritizing the physician and account target list for the field force

3

Biosimilars Reimbursement related insights can help intervene different patient profiles with copay cards and other patient support programs

4

Better assessment of patient segments for customized and improved targeting activities to promote biosimilar adoption

5

Insights regarding biosimilar preference from treatment pathway analysis can aid in data-driven targeting/educating/messaging activities to physicians and patients

6

Key input for identification and creation of KOLs list with biosimilar favorability and maximum influential network

7

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27

REFERENCE LINKS FOR SOME OF THE FACTS REPRESENTED IN THE PRESENTATION

Slide. No. Section Referenced Source/Links

Slide 4How are biosimilars different from

their reference product?https://www.amgenbiosimilars.com/-/media/Themes/Amgen/amgenbiosimilars-com/Amgenbiosimilars-com/pdf/USA-CBU-80723-2020-Amgen-Biosimilar-Trends-Report.pdf

Slide 5Number of Approved vs Number of

Available Biosimilarshttps://www.amgenbiosimilars.com/-/media/Themes/Amgen/amgenbiosimilars-com/Amgenbiosimilars-com/pdf/USA-CBU-80723-2020-Amgen-Biosimilar-Trends-Report.pdf

Slide 5Cumulative Number of Biosimilars

Approved for Marketing in Europe vs US

Slide 5Uptake of biosimilars in the US (in

terms of Units) IQVIA MIDAS Reports

Slide 6 Estimated Growth of Biosimilars https://www.marketsandmarkets.com/Market-Reports/biosimilars-40.html

Slide 6Key Biologics with LOE between

2021-2030http://gabi-journal.net/patent-expiry-dates-for-biologicals-2018-update.html

Slide 6 Estimated Biologic Patent Expiries

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Q&A

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US

Office

D Cube Analytics Inc.1320 Tower

Road, Schaumburg, Illinois 60173,

USA

Contact

Email

[email protected]

READY TO TEST DRIVE

THE NEW PARADIGM?

REQUEST DEMO

Contact

Phone

US : +1 847.807.4996

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Website

dcubeanalytics.com

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THANK YOU!

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