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At this year’s PMRG Institute, October 19-21 in New Brunswick, New Jersey, Mike Mabey and Alex Zhu presented on how you can overcome the challenges of biosimilars and help your brand develop counter-biosimilar messaging strategies.
Using counter-biosimilar messaging to protect your brand
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.
Alex and Mike utilized a case study to illustrate how we address this challenge to help brands develop counter-biosimilar messaging strategies.
https://www.slideshare.net/SKIMgroup/using-counterbiosimilar-messaging-to-protect-your-brand
If you are unable to view the slides on this page or you’d like to download the presentation file, click here to view our slides on SlideShare.
Three key takeaways:
- How to design a counter-biosimilar messaging research and lessons learned through implementing it
- In general, what works and what doesn’t work for counter-biosimilar messages
- Considerations brand and research team should take into account in creating and testing the messages
