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Roadmap for Success in Oncology
Informa Healthcare, May 2008, Pages: 12
The worldwide oncology market is projected to outgrow the rest of the pharma industry, becoming the number one therapeutic class in revenue terms by 2011. So will oncology become pharma’s new “holy grail”? This Scrip analysis explains why the outlook is more complicated than that.
Key topics covered:
- Advances in cancer therapy post-launch of Roche/Genentech's Herceptin
- Cancer drugs: an attractive marketplace; market forecasts, growth drivers
- Managing a complex therapeutic area
- Cancer drug market segmentation: the “big and crowded segment”; the “significantly investigated segment where unmet needs remain”; the “challenging niches' segment
- Developing new cancer drugs: the “add-on” vs the “switch” strategy
- Limiting attrition of cancer R&D projects
- Managing change in clinical trial protocols; anticipating protocol evolution; adapting trial design
- Pricing pressure on cancer drugs; NICE's decision on Johnson & Johnson’s Velcade; the emerging trend towards risk-sharing agreements
- How to assess generic threats
- Selling effectively in the cancer market; marketing to specialist physicians; implementing appropriate medico-marketing platforms and tools
- Biotech driving innovation in cancer drug R&D
- Synergies between the cancer drug and the in vitro diagnostics markets
Products mentioned:
Herceptin, Rituxan, Gleevec, Avastin, Taxotere, Eloxatin, Arimidex, Gemzar, Zometa, Novartis, Casodex, Zoladex, Enantone, Nexavar, Sutent, Velcade, Zofran
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