A paradigm shift in the structure of R&D portfolios over the last few years has seen increasing emphasis on specialty products - those initiated by a specialist physician - and this trend is set to continue.
As the sales from specialist-driven pharmaceuticals carry on rising, there is a growing need for pharmaceutical manufacturers to address the new dynamics by adjusting their marketing and sales investments appropriately.
Measurement challenges
The emergence of these new specialty pharmaceuticals, such as biologicals/Anti-TNF products, presents challenges in measuring the true market size, in addition to performance and growth.
Not only are these products frequently used in multiple indications, but they also follow a distribution and dispensing path that can differ from the classic pharmaceutical distribution model. The particular requirements around storage, administration, and delivery for specialty products have increasingly driven them to new distribution and dispensing routes that are independent of the traditional wholesaler channels – challenging efforts to measure the overall market and identify channel potential.
New diagnostic methodologies
IMS understands that true measurement of markets is key to assessing performance, allocating resources, and achieving competitive edge and we are committed to developing new diagnostic methodologies to help our clients understand the changing dynamics for specialist pharmaceuticals. Our services will drive more confident decision making and provide the answers to key business questions:
- How to measure overall markets simply and accurately
- How to understand usage by indication and speciality
- What is the potential for the new distribution channels?
- What are the distribution channels by country?
By bringing together data from disparate, pre-defined sources, we offer unique and critical market insights into prescribing and demand dynamics, along with complete channel coverage, ensuring that all routes to market are incorporated both in the primary and secondary care sectors.
