Managing Risk Through Pharmaceutical Product Life Cycles

Hosted and Sponsored by

Novartis Institutes for Biomedical Research

for

HBA Boston Chapter

February 6, 2008

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Panelists:

Moderator: MaryBeth Borgwing, Senior Vice President, Life Sciences Practice & National Client Development,Willis Group Holdings

Panelists: Mary Anne Francisco, Director of Risk Management, Novartis Corporation

Eileen Smith Ewing, Partner, Kirkpatrick & Lockhart Preston Gates Ellis LLP

Lydia Villa Komaroff, PhD, Chief Executive Officer, Cytonome, Inc.

Joanna Horobin, MD Chief Executive Officer & President, Syndax Pharmaceuticals, Inc.

Suzanne Meszner-Eltrich, formerly SVP, General Counsel, Secretary Cytyc Corporation, (now Hologic Inc.)

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Drug Life CycleR

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Penetrative Marketing

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WithdrawalGeneric

Competition

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GLP GLP GMP

GCP Post Marketing Surveillance

2 0 7 13 20 Years 30

Sales

Cost

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Life cycle of drug from research to patient

Developing a new drug is complex, risky and costly

• Research = 2 – 4 years

• Development = 7 – 10 years

• Launch = 1 year 15 years

• Of every 10,000 potentially interesting compounds, only 1 will become a medicinal product

• Big Pharma spends at least 20% of revenue on research and development and this is rising

Preclinical = 1 – 2 years

Clinical = 6 – 8 years

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Research

• Process begins in the lab search and testing chemicals

• File and patent as soon as compound has been identified

• Screen for potential therapeutic application

• 10,000 compounds = 2 – 4 years

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Preclinical Development

• In Vitro studies and in vivo animal testing

• Simultaneous Evaluations

• Quality / Evaluations

• Safety

• Absorption / Metabolic / Kinetic Profile

• Formulation

150 compounds = 1 – 2 years

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Clinical Development for Human Evaluation

• Phase I Tolerance (GLP & GCP)

• Phase II Optimal dosage (GLP & GCP)

• Phase III Therapeutic effect and efficacy (GCP & GMP)

30 compounds = 6 – 8 years

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Launch / Manufacturing – Phase IV

• At least 1 year before FDA approval

• Drug manufactured on industrial scale

• Clinical studies continue through drug life time

1 product = 1 year

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Introduction Stage – Drug Launch

In the introduction stage, the firm seeks to build product awareness and develop a market for the product. The impact on the marketing mix is as follows:

• Product branding and quality level is established, and intellectual property protection such as patents and trademarks are obtained

• Pricing may be low penetration pricing to build market share rapidly, or high skim pricing to recover development costs

• Distribution is selective until consumers show acceptance of the product

• Promotion is aimed at innovators and early adopters. Marketing communications seeks to build product awareness and to educate potential consumers about the product

Speed to market is imperative…

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Growth Stage – Penetrative Marketing

In the growth stage, the firm seeks to build brand preference and increase market share

• Product quality is maintained and additional features and support services may be added

• Pricing is maintained as the firm enjoys increasing demand with little competition

• Distribution channels are added as demand increases and customers accept the product

• Promotion is aimed at a broader audience

7 year window to maximize returns

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Maturity Stage – Generic Competition

At maturity, the strong growth in sales diminishes. Competition may appear with similar products. The primary objective at this point is to defend market share while maximizing profit

• Product features may be enhanced to differentiate the product from that of competitors

• Pricing may be lower because of the new competition

• Distribution becomes more intensive and incentives may be offered to encourage preference over competing product

• Promotion emphasizes product differentiation

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Decline Stage – Strategic Withdrawal

As sales decline, the firm has several options:

• Maintain the product, possibly rejuvenating it by adding new features and finding new uses

• Harvest the product - reduce costs and continue to offer it, possibly to a loyal niche segment

• Discontinue the product, liquidating remaining inventory or selling it to another firm that is willing to continue the product

• The marketing mix decisions in the decline phase will depend on the selected strategy. For example, the product may be changed if it is being rejuvenated, or left unchanged if it is being harvested or liquidated. The price may be maintained if the product is harvested, or reduced drastically if liquidated