Table of Contents
Oncology market analysis
The payor response
Addressing market challenges
Chapter 1 Oncology market analysis
- Introduction
- Oncology outpaces pharma sales growth
- Payor leverage
- Oncology growth drivers
- The growing importance of targeted therapy
- Establishing a presence in oncology
- Falling by the wayside
- How cancer is different
- Cancer is many diseases
- Room for growth in oncology
- How cancer is not so different
- Budgetary pressure prevails
- Summary
Chapter 2 The payor response
- Introduction
- HTAs are here to stay
- Health technology assessment in the US
- Volume versus price
- Pharma moves to head off coercive action
- More comparative effectiveness research
- Growing momentum for government involvement in CER
- Already some restrictions
- Shifting Costs to the Patient
- Shifting the cost to the patient
- Health technology assessment in Europe
- Different countries, different values
- Comparing Uptake
- NICE' s record on cancer drugs
- Cancer drugs recently turned down by NICE
- Tykerb
- Erbitux
- Nexavar
- Yondelis
- Hycamtin
- Making space for cancer drugs
- Higher threshold for end-of-life therapies
- Concerns about the new criteria
- Flexible pricing
- Skirting NICE
- Not Just The UK
- NICE is not the final hurdle
- Hard sell
- Biosimilars on the horizon
- Summary
Chapter 3 Addressing market challenges
- Introduction
- It' s all about value
- Establishing a strong value proposition
- Selecting endpoints
- Adding to the gold standard
- Using subgroups
- Post-marketing studies
- From efficacy to effectiveness
- Getting marketing involved
- What price innovation?
- Pricing for access
- Prioritizing the correct indication
- Integrated treatment packages
- New markets, new opportunities
- Getting the launch right
- Lack of access for sales representatives
- Quality trumps quantity
- Increasing patient power
- Using the media
- Index
List of Figures
- Figure 1.1: Oncology growth contribution
- Figure 1.2: Targeted therapies driving oncology growth
- Figure 1.3: The rush to invest in oncology R&D
- Figure 1.4: Number of phase II - IV clinical trials by disease class,
2005-2007
- Figure 2.5: Cost, LE and CE in metastatic colorectal cancer
- Figure 2.6: Cancer drug sales in Western Europe per 100,000 inhabitants,
€ thousands
- Figure 2.7: Avastin Uptake in E13 Countries
- Figure 2.8: Erbitux uptake in E13 Countries
- Figure 2.9: Breast Cancer - Cost of Innovation (20-year horizon)
- Figure 2.10: Disparities in European supply of medical oncologists
- Figure 2.11: Oncology brand patent expiries, September 2007-2012
- Figure 3.12: The changing status of oncology products
- Figure 3.13: Innovation stakeholders
- Figure 3.14: Finding the right level in industry-gatekeeper partnerships
List of Tables
- Table 1.1: Top 10 global therapeutic classes 2007/08
- Table 1.2: Leading biologics, global sales, 2008
- Table 1.3: Estimated UK costs for targeted cancer therapies
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