This research was designed to provide pharmaceutical sales, marketing, and brand management with data to better understand how US patients will make decisions regarding their purchase and use of biosimilar medications.

1. Public Knowledge,
Perceptions, and
Intentions for Biologic
and Biosimilar Medicines
Info@ISRreports.com
©2013 Industry Standard Research www.ISRreports.com
PREVIEW

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Report Overview
T
his research was designed to provide pharmaceutical sales, marketing, and brand management with
data to better understand how US patients will make decisions regarding their purchase and use of
biosimilar medications.
Major Sections:
1. Executive Summary
2. Medication Decision-making
Explores high-level prescribing activities and reveals patients’ predispositions when making prescription decisions.
For example, ISR reveals patients’ likelihood to switch to a generic medication against doctor’s orders, how often
they consult a pharmacist regarding drug decisions, and how often they request a generic alternative.
3. Biologic and Biosimilar Prescription Choice Models
ISR analyzes the level of importance patients place on several prescription medication attributes, including:
Cost, Doctor recommendation, Manufacturing location, Similarity to the original product, Manufacturer, and
Safety record.
To test the impact basic biosimilar education has on patient beliefs and intentions, ISR split the sample into two
groups: one that received a brief definition of the difference between biologic and chemical medications and
one that did not receive the definition.
4. High-level Medication Perceptions
Reveals patients’ perceptions surrounding “simple” and “complex” medications. For example, ISR explores
patients’ perceptions of medication safety and effectiveness, attributes they associate with “complex”
medications, and the use and manufacturing of “simple” generic medications.
5. Perceptions of Biologic and Biosimilar Medications
Quantifies patients’ familiarity with and feelings towards biologic medicines.
6. Pharmaceutical Industry Perceptions
Measures patients’ trust of drug manufacturers by geographic location and reports pharmaceutical company-
level brand familiarity.
345US Respondents
144Charts and Graphs
97
Pages
• Identify product attributes that have the greatest impact on patients’
medication decisions
• Learn which patient segmentations are likely to need additional generics and
biosimilars education

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Valuable for:
Respondent Demographics that mirror U.S. population:
# of drugs taken in past 6
months
Health insurance coverageAge
15%,
18-24
26%,
25-35
27%, 36-45
17%,
46-55
8%,
56-65
8%,
Over 65 years
39%,
4 or
more
61%,
1-3
48%
24%
14%
Employer
Medicare
Medicaid
• Marketing
• Brand Management
• Communications
• Public Relations
• Sales
• Training
• Advertising
What you will learn in this report:
• The general public’s knowledge and perceptions of biologic and biosimilar medications
• The effect basic biosimilar education has on perceptions and decision-making
• US population’s current beliefs about generic medicines and how those beliefs differ
for “generic” biologics
• Percentage of US population who know whether their own prescription medications
are chemical or biologic
How you can use this report:
• Establish your biosimilar commercialization strategy by leveraging this insight into
the US population’s knowledge, perceptions, and intentions for use of biologic and
biosimilar medicines
• Design biosimilar patient education campaigns rooted in the understanding of patients’
high-level drivers of choice

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Table of Contents
Full table of contents and additional sample pages available in the full preview,
free on our website:
http://www.isrreports.com/product/public-knowledge-perceptions-and-in-
tentions-for-biologic-and-biosimilar-medicines/

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Introduction
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Introduction
Facts:
• Biologic medications are very expensive
• Blockbuster biologic drugs are coming off-patent over the next few years
• Biosimilars will not be offered in the United States for generic-like $4 per
prescription
• The consumer decision-making process regarding biosimilars will be vastly
more complicated than it is for chemical generics
Hypothesis:
US patients are relatively naive regarding the medications they take and their
understanding of biologic drugs is minimal� Knowledge can impact prescription
decision-making�
Impact:
If the hypothesis holds, this both affords an opportunity and presents a challenge
to setting strategies for pharmaceutical sales, marketing, and advertising�
The oncoming wave of biosimilar products in the United States will cause a
fundamental shift in the way US patients purchase medications� Successful
pharmaceutical sales, marketing, and brand management personnel need to
understand why consumers make the choices they do when it comes to these
“generic” medicines�
Why do some people take generic medications and others do not? Most people
in the United States can get their generic medications at a local Wal-Mart for
$4 per prescription, so it seems like a fairly easy economic decision� But there is
more to this decision than just economics� Maybe the pharmaceutical company
that made their original medication has a well-publicized co-pay card or they
offer a fairly inexpensive branded generic option or the consumer doesn’t trust
the generic manufacturer or their physician or family member has recommended
they stay on the original medication�
So while currently it might make economic sense for a consumer to switch
to a generic medication, what happens when the economic gap is not as
pronounced? ISR has learned through various research projects that the coming
biosimilars will not be offered for $4 per prescription� This research was designed
to provide pharmaceutical sales, marketing, and brand management with data to
help them understand how US patients will make what ISR believes to be a real
decision regarding their purchase and use of biosimilar medications�
Sample Page: Report Introduction

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Sample Page
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Medication decision-making
www.ISRreports.com ©2013 | Public Knowledge, Perceptions, and Intentions for Biologic and Biosimilar Medicines 38
Respondents earning less than or equal to $45,000 income in 2012 (19%) are more
likely than respondents earning more than $45,000 income in 2012 (9%) to be
“extremely likely to switch to the less expensive, general alternative�”
Respondents whose main medication is a biologic product (53%) are more likely than
respondents who don’t know the composition of their main medication (22%) and
respondents whose main medication type is chemical (25%) to be “extremely likely to
stay on the more expensive, doctor-recommended drug�”
Total
(N=345)
<$45,000
(N=152)
F
>$45,000
(N=193)
G
Extremely likely to stay on
the more expensive, doctor-
recommended drug
29% 26% 32%
Somewhat likely to stay on
the more expensive, doctor-
recommended drug
37% 32% 40%
Somewhat likely to switch to the
less expensive, generic alternative
21% 23% 19%
Extremely likely to switch to the
less expensive, generic alternative
13% 19%
G
9%
Total
(N=345)
Biologic
(N=66)
J
Chemical
(N=148)
K
Don’t know
(N=131)
L
Extremely likely to stay on
the more expensive, doctor-
recommended drug
29% 53%
K, L
25% 22%
Somewhat likely to stay on
the more expensive, doctor-
recommended drug
37% 36% 36% 37%
Somewhat likely to switch to the
less expensive, generic alternative
21% 11% 24%
J
22%
J
Extremely likely to switch to the
less expensive, generic alternative
13% 0% 15%
J
18%
J
Income level
Main medication type
Willingness to switch to a generic against doctor’s orders:
Simple medication
Segment differences

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Sample Page
Full table of contents and additional sample pages available in the full preview,
free on our website:
http://www.isrreports.com/product/public-knowledge-perceptions-and-in-
tentions-for-biologic-and-biosimilar-medicines/

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