At Icarus Consultants, we help pharmaceutical and biotechnology companies bring new products to market.
When we look at the market opportunity for a new product, it’s not enough to have a great product, key to success is getting paid for it. Pricing and reimbursement are important in the commercial strategy!
Is it better to obtain the highest price for a new targeted therapy or alternatively have a lower price and obtain more market share? From a marketing strategy perspective, there is sometimes a case to be made for a lower price, but it’s a hard sell to convince senior management they are not leaving money on the table.
As to cancer immunotherapy, Dendreon with sipuleucel-T have shown that it can offer a survival benefits to some cancer patients. Other vaccines and immunotherapies are in development.
However, as Pieter Droppert points out in an insightful post on Biotech Strategy blog about a pilot study for PANVAC (Bavarian Nordic, CV-301), there remain a number of challenges that still have to be overcome. These include:
- How do we identify upfront which patients will respond to the vaccine?
- How do we evaluate how well patients are doing without clinically validated surrogate markers to aid in assessment?
You can read more on Biotech Strategy Blog.
There is a plenary session on cancer immunotherapy at the AACR-NCI-EORTC Cancer Molecular Targets & Therapeutics conference that starts in San Francisco tomorrow.
We look forward to obtaining further insights on the opportunities and challenges with cancer immunotherapy at this meeting.