Biosimilars are an inevitable force in pharma. The introduction of biosimilars may be a major threat to the branded product. One of the challenges for biologics at the end of their patent protection is how to communicate the tangible and/or emotional benefits of the branded product in the face of assumed (and real) price differences with biosimilars.
In today’s pharmaceutical industry, this communication has become a more and more important part of brand’s strategy to defend the competition from biosimilars. Even a delay of a few months for the uptake of biosimilar could have significant financial impact. For well-established brands, it also represents an opportunity to leverage brand equity to communicate to key stakeholders including physicians, patients and key influencers such as nurses and physician assistants.
We utilized a case study to illustrate how we address this challenge to help brands develop counter-biosimilar messaging strategies.
16. Step 2:
Trade-off exercise
MaxDiff to identify the
winning message on the
primary metrics
Looking into the
supporting metrics to evaluate
the messages
17. Step 3:
Identify drivers and message combo
Clickable exercise to identify
what works and what doesn’t
within the message
TURF analysis to identify the
diminishing point when adding
additional message
19. Flip your thinking about the
metric end points
Not
prescribing
Waiting
longer
Risk of
switching
Increase
in hesitation
Why didn’t
hesitate
Credibility &
Believability
Reducing
early adopters
Size of non-
prescribers
20. Impact
The size of non-prescribers
is doubled
The average wait time
before adopting biosimilar
increases by 25%
24. Contact us
Mike Mabey
VP Client Solutions Americas
Based in Atlanta
Alex Xiaogung Zhu
Manager
Based in New York
SKIM: Decision Behavior Specialists
skimgroup.com