NEW YORK and LONDON, Sept. 16 Eularis today announced therelease of a first-ever study on the ROI of named patient programmes (NPP),also known as compassionate use programs. The paper, "Implementing apre-launch named patient programme -- evidence of increased market share,"provides pharmaceutical companies with insight and mathematical justificationinto the cash market share and revenue impact of pre-launch NPPs on brands,while outlining the benefits and challenges that they create.
NPPs provide pharmaceutical and biotechnology companies with a way toethically provide pre-launch medicines available in countries outside of theapproved markets. Through these programmes, patients with a genuine unmetmedical need are able to access the potentially live-saving medicines beforethose medicines are licensed and commercially available in their home country.By implementing an NPP, companies increase patient access to new treatmentoptions and in turn create additional revenue opportunities.
While many companies have employed NPPs in an effort to manage patientaccess, maximize market share and optimize profits, until now, no studies havebeen conducted reporting on the efficacy of these programmes. In a marketenvironment where an effective launch can result in success or failure of apharmaceutical, evidence-based strategy is essential to launching andmaintaining a successful product. The study reports on the positive ROI andincreased launch market share that can be achieved by using NPP programmespre-launch. The study used a control group of brands that had not used NPP,and matched these with brands that had, across multiple countries andtherapeutic categories. The paper also reports on additional non-financialbenefits such as product visibility and physician cultivation and relationshipdevelopment.
"The pharmaceutical industry has already widely-adopted named patientprogrammes into many product launch strategies," said the author of the paper,Dr. Andree K. Bates, president of Eularis. "To date, there has been limiteddata available on the actual frequency, usage and clinical success of theseprogrammes, and their ultimate impact on a product launch. This study is thefirst to be able to quantify the positive revenue impact that these programmeswield."
The paper (published in the Journal of Medical Marketing, September 2008issue) also explains the regulatory and practical challenges of implementingNPPs across Europe, including regulatory constraints and inconsistentguidelines between countries. The paper addresses the difficulties thatpharmaceuticals companies face by not being able to actively promote an NPP ofan unlicensed pharmaceutical, which makes it difficult for patients andphysicians to learn of NPPs.
Dr. Andree K. Bates, president of Eularis, will be speaking about NPPs atCBI's Premier Forum on Pre-Approval Access for the Bio/Pharmaceutical Industryconference in Baltimore, MD in October 2008. Bates has gained wide recognitionwithin the international pharmaceutical industry for her expertise inmarketing return analysis and is speaking in Tokyo and Sydney in October onthis topic also. In addition to this paper and other articles in peer-reviewedjournals, she has also authored several must-have reports for pharmaceuticalindustry marketers, and several chapters in books on pharmaceutical analytics.To arrange an interview with Dr. Bates, contact Catherine Allen at+1.617.779.1879 or [email protected]
To read the paper, "Implementing a pre-launch named patient programme -evidence of increased market share," visit:http://www.palgrave-journals.com/jmm/
Eularis (http://www.eularis.com) provides sophisticated pharmaceuticalanalytics that provide data-driven insight into the financial impact ofcorporate and marketing decisions. Unlike traditional analytics approacheswhich are lengthy and whose relianc