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类型BCG-生物医药产品上市定价策略-2012.pptx

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    BCG 生物医药 产品 上市 定价 策略 2012
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    1、Launch Pricing in Biopharma Getting it right November 2012 Jrgen Lcke,Torsten Kurth,Simon Vller Pricing KM Deck v2.pptx 1 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.Objectives of this deck Give a brief introduction to the importance and particularities of pricing in biopha

    2、rma Put forward a framework for pharmaceutical launch pricing Suggest a potential project approach for launch pricing projects Present templates and illustrative outcomes of a launch pricing project Pricing KM Deck v2.pptx 2 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.Execu

    3、tive summary Pharmaceutical(launch)pricing is an important yet particular art Drying research pipelines and budget pressure increase importance of pricing Pharmaceutical pricing is different from normal pricing due to the complex interaction of many stakeholders A biopharma launch pricing framework

    4、has to reflect all aspects influencing pharmaceutical pricing Regulatory environment:Assessment of reimbursement/funding landscape and access hurdles Disease characteristics:Understanding of prevalence,patient flows and treatment pathways Competing products:Evaluation of competitors pricing,value pe

    5、rception and unmet need Launch product:Analysis of clinical/economic value perception per indication and intended usage Decision making:Insight into decision making process,stakeholders and main decision criteria Price sensitivity:Research of willingness-to-pay,usage restrictions and eventually pric

    6、e-response-functions Company objective:Aligning pricing with the main objectives of the company A pricing project covering all aspects of the launch framework could be conducted in three phases Phase 1:Desk research and expert interviews to understand P&R1 environment and disease characteristics Pha

    7、se 2:Primary research with clinicians and payers to assess clinical value and price sensitivity Phase 3:Synthesis of results to identify optimal price and launch sequence aligned with company objectives 1.Pricing&Reimbursement Pricing KM Deck v2.pptx 3 Copyright 2012 by The Boston Consulting Group,I

    8、nc.All rights reserved.Agenda Introduction to pharmaceutical launch pricing Pharmaceutical launch pricing framework Potential set-up of a launch pricing project Pricing KM Deck v2.pptx 4 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.Pricing is a main component of biopharma la

    9、unch excellence Profile&differentiation Access&momentum Enablers Market opportunity Customer insights Competitor anticipation Product positioning&branding Market access strategy Stakeholder engagement Pricing&reimbursement Launch planning,budgeting&tracking Launch organization&talent Company strateg

    10、y&ambition Post-launch Rollout Resource planning&mix Mobilization&activation of stakeholders Supply management BCGs biopharma launch excellence framework Ability to conduct holistic launch excellence programs(incl.pricing)sets BCG apart form pricing boutiques Pricing KM Deck v2.pptx 5 Copyright 2012

    11、 by The Boston Consulting Group,Inc.All rights reserved.Especially in the current environment pricing is a key function for biopharma Drying research pipelines and increasing development cost Increased cost pressure from payers trying to control budget Pricing is key to extract value from the fewer

    12、products in an ever more hostile environment Pricing KM Deck v2.pptx53Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.Current system is broken growth of health care cost has outstripped GDP and wage increases1.Average nominal wage indexNote:Index on basis of local currencya;Hea

    13、lthcare cost per capita 2007 och exchange rate 1 USD=0,7345,1 GBP=1,47,1 SEK=0,109 K lla:OECD Health Data 2009;EIU,GBE(Gesundheitsberichterstattung des Bundes),CMS,INSEE,Office for National statistics UK.Index(1992=100)Index(1992=100)Index(1992=100)Index(1992=100)Index(1992=100)Index(1992=100)100 15

    14、0 200 250 300 35019901995200020052010Wages1HC CostGDP 100 150 200 250 300 35019901995200020052010Wages1HC CostGDP 100 150 200 250 300 35019901995200020052010Wages1HC CostGDP 100 150 200 250 300 35019901995200020052010Wages1HC CostGDP 100 150 200 250 300 35019901995200020052010Wages1HC CostGDP 100 15

    15、0 200 250 300 35019901995200020052010Wages1HC CostGDPPricing KM Deck v2.pptx53Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.Ability to source:Exponential declineNote:R&D costs are estimated from PhRMA annual survey 2009 so under-estimated R&D spending at an industry level,whi

    16、le NMEs are the total number of small molecule and biologic approvals by the FDA.Costs per NME are higher today if one also adds the R&D costs of smaller drug companies and the biotech sector.We have estimated real-term R&D cost inflation figures from Munos.The overall picture seems fairly robust to the precise details of cost and inflation calculationSource:Munos in Nature reviews drug discovery 2009;the FDA;Paraxel R&D statistical source book 2009/10 and Bernstein estimatesNMEs per B$R&D spend

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