Tender pricing research and simulator

In anticipation of a loss of exclusivity event for their market-leading α-TNF biologic, a top-10 pharma company needed a recommendation for the optimal UK discounting strategy, in order to maximize revenue upon launch of the first biosimilar. A tender pricing research approach was recommended, as the purchase of biologics in the UK becomes tender-based upon loss of market exclusivity, therefore the customer needed to understand how a price differential between originator and biosimilar α-TNFs would impact biosimilar erosion in this environment.

The use of biosimilars in the UK is driven by 1) a MCE (most cost efficient) biologic evaluation and 2) a number of incentives provided to trusts by commissioners.


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Objective 1: Quantify behavior of commissioners to incentivize switch to the most cost efficient biologic upon LOE

Key customer insights required

  • Use tender pricing research methodology to quantify the likely biosimilar discount strategy at each tender.
  • Quantify the impact of price differential at the first tender on commissioner incentives for trusts to use the MCE biologic.

Challenges

  • There are a limited number of commissioners/HCPs available to survey.

Objective 2: Quantify response of trusts to commissioner incentives to use the most cost efficient biologic upon LOE

Key customer insights required

  • Develop a tender pricing simulator to quantify the likely biosimilar discount strategy at each tender.
  • Quantify how trusts switch patients in light of different product attributes, commissioner incentives and discounting levels.
  • Quantify the likely biosimilar usage at changing biosimilar originator price differentials, taking account of both commissioner and trust behavior.

Challenges

  • Multiple usage drivers must interact to provide a single biosimilar and originator market share forecast.
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