Access the on-demand webinar and download the deck https://hubs.ly/H08-RzD0 In this 30-minute webinar we presented our views on how marketing research and analytics can help forecast and impact the uptake of biosimilars in your different market situations.

1. SKIM | Biosimilars
How to stay competitive against
a new wave of entrants?

2. Topics for today
1 2 3 4 5
Biosimilar
introductions
Success of
biosimilars
Factors
protecting
from
biosimilar
uptake
Influencers
on biosimilar
uptake
A case study
in the area of
rheumatology
2

3. What are the differences between biologics and biosimilars?
3
What are biologics?
What are biosimilars?
Biosimilars are not generics

4. Biosimilar introductions
2006 2007 2008 2013 2014 2016
Growth
hormones
Epoteins
Filgastrims
Follitropins
Monoclonal
antibodies Insulines
Heparins
Fusion proteins
Anticoagulants
4

5. Why are biosimilars successful?
5
$154bn $110bn 30%
Global spending on
biologics
Global savings by
using biosimilars
Price discounts
averaging around

6. How to protect for biosimilar uptake?
6
Price Brand power Value added
services
Innovation

7. Who and what influences biosimilar uptake?
7
WHO? WHAT?COMPETITIVE
LANDSCAPE

8. Case Study
Measuring the uptake of biosimilars
in the rheumatoid arthritis market

9. How to measure biosimilar impact?
9
Fixed part
Variable partBiosimilar product profile
Biosimilar product profile

10. Patient allocation with physicians
10
Measuring the uptake of biosimilars in the rheumatoid arthritis market in three steps:
Measure the current market
(including the existing
biosimilars on the market for
infliximab and etanercept)
Measure the impact of future
new products (including new
biologics and the new
biosimilar)
Measure the impact of the
different product
characteristics and price
levels
STEP 1 STEP 2 STEP 3

11. How to measure stakeholder influence?
11
High influence of hospital
pharmacist on physicians
treatment decision
Choice exercise to set quota on
proportion of patients receiving
new biosimilar
Quota outcomes per price
point tested for physician
model

12. Applying weights
12
Physicians often overestimate the proportion of
patients they would prescribe to that new product.
We will use the respondent’s answer to a 7-point
“likelihood to Rx” Likert scale for each the new
biosimilar to calibrate for overstatement 2%
8% 18%
33%
51%
73%
100%
0%
20%
40%
60%
80%
100%
1 2 3 4 5 6 7
Reduction Factor
(to be multiplied by patient share)

13. Outcomes of forecast data
13
34%
22%
15%
11%
10%
8%
5%
3%
4%
4%
8%
10%
15%
4%
5%
5%
15%
7%
33%
21%15%
8%
20%
15%
35%
26% 27%
15%
0%
20%
40%
60%
80%
100%
FIRST-LINE FIRST-LINE SECOND-LINE SECOND-LINE
Product A +/- MTX
Product B +/- MTX
Product C +/- MTX
Product D +/- MTX
Product E +/- MTX
Biosimilar infliximab +/- MTX
Biosimilar etanercept
New Biosimilar product +/-
MTX
Scenario modeled
CURRENT FUTURE CURRENT FUTURE
• Biosimilar price: 30% cheaper
compared to originator product
• Endorsement: use biosimilars in all
patients
• Phase I study to demonstrate
equivalent pharmacokinetics and
safety versus originator product,
Phase III study to demonstrate
equivalent efficacy and safety
compared with originator product in
2nd line treatment only
• No value added services in place

14. Price ▲ = 19.4%
Clinical data▲ = 6.0%
Endorsement▲ = 4.1%
Value added services ▲ = 2.2%
- 60%- 50%- 40%- 30%- 20%-10%
Phase III study in 2nd line
treatment only
Phase III study in 1st line
treatment only
Use originator brand in any pts according to
license
Use originator brand
in any pts according… Identify pts on branded product
who could be switched over
Use BioS in new pts
Use BioS in ALL pts
No endorsement in place
22% 24% 26% 28% 30% 32% 34% 36% 38% 40% 42% 44%
Phase III study in 1st
and 2nd line treatment
No value added
services
Home care
services
Support
program
Outcomes of importance data
14
FIRST-LINE patients on a biosimilar

15. Market simulator as key deliverable
15

16. Key take-aways
16
Know who your competitors are and will be in the future
Know who and what influences biosimilar prescription
Price is the main driver of biosimilar prescription, but not the only driver
Use price as percentage of standard of care

17. Adriënne Hoevers –
den Hollander
Senior Research Manager
Based in Rotterdam
a.denhollander@skimgroup.com
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup
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