Med Services Europe Reveals How a Pharmaceutical Company Can Sell a Drug Before it is Approved
Medical marketing and business development expert describes how pharmaceutical companies can generate important revenues while drug development is still in progress.
(PRWEB) February 8, 2005 -- How can a start-up, cash hungry, biotech company
generate much needed revenues? Dr. Gene Emmer President of Med Services Europe
B.V. (www.MedServicesEurope.com) advises them to consider if a
European "named patient program" might be an option.
A named-patient
program allows physicians and their patients access to drugs which have not yet
received approval for marketing by national health authorities. "European Named
Patient Programs, like US compassionate use programs, offer physicians access to
pharmaceuticals which have not yet been licensed" explained Dr. Emmer, "However,
there is one important difference: in Europe an unlicensed drug is often
purchased by National Health Systems." This presents drug-makers with an
opportunity to generate revenues while development is still in-progress.
Significant Revenues Are Possible
The additional revenues can be
considerable. For example, a source at Pharmion, a US based company focusing on
Oncology and Hematology reported dramatic increases in its Thalidomide sales
from $1.9 million in 2Q ‘03 to $15.3 million in 2Q ‘04, primarily due to named
patient sales in Europe for Multiple Myeloma. Thalidomide sales accounted for
approximately 75% of Pharmion’s total revenues for the first half of 2004,
according to company sources, and were generated while the product awaits
marketing approval for this indication. Before receiving European Marketing
Approval, Shire’s Argylin® for essential thrombocythaemia generated about 5% of
its total sales from its European named patient program.
Other Benefits
of Named Patient Programs
A named patient program can speed uptake after
official launch. Physicians, who have had experience before launch, via clinical
trials or named patient programs, often become early adopters and references for
other physicians once the drug is freely circulating.
Named patient
programs, like US compassionate use programs, can increase good-will toward the
company because they simplify the process of gaining access for patients in
critical need. Smaller companies often can not afford the administrative time
and costs of shipping drugs around the world before launch. This can lead to
frustration and resentment towards a company that many physicians will remember
long after a drug is officially on the market. Creating a formal channel
eliminates the unfortunate need of denying requests and risking ill-will
later.
A named patient program should be considered an important part of
a pre-launch program. It increases awareness to a pharmaceutical’s existence,
creates excitement, generates good-will and speeds penetration of the product
after launch.
Frequent Communication is Necessary
If one of the
objectives is to generate revenues, setting up a named patient program is just
the beginning. In order to achieve success, physicians need to be aware of the
product and what they need to do to get it. Typical methods of informing
physicians, such as sales rep visits and ads, may not be appropriate because a
license is necessary to market a drug. While physicians are used to simply
writing a prescription and being done with it, named patient programs require
paper-work that some find tedious. Therefore the company needs to create an
appropriate communication plan and work closely with the targeted medical
community to keep them informed and simplify the process.
Issues to
Consider
You have decided to make a named patient program part of your
pre-marketing plan, what now?
If you do not have an experienced European
marketing group, an organization that is familiar in sales and marketing of
pharmaceuticals in Europe can help you to maximize participation in the named
patient program. A communication plan, if properly developed and implemented can
increase product awareness, but communication concerning an unlicensed product
must be done appropriately. This plan should ensure that your entire target
group:
• Is fully aware of the product AND the program
• Knows what
needs to be done to take advantage of the program
• Has an advocate available
to guide them through the process
The Author, Dr Gene Emmer, is President
of Med Services Europe B.V., a European-based company which conducts business
development for Pharmaceutical, Diagnostic, Biotech, Medical Equipment and
Medical Device manufacturers. We specialize in building and managing distributor
networks for medical manufacturers in Eastern and Western Europe. http://www.MedServicesEurope.com +31648566707
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Source : http://www.prweb.com/releases/2005/2/prweb206232.htm