Pozen's Value Proposition For An Affordable Innovative Medicine
This article was originally published in The Pink Sheet Daily
Its value proposition for its Phase III cardiovascular drug flies in the face of traditional market strategy, but Pozen argues it has a viable approach to affordable innovation.
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ACOs have been one of the most hyped innovations in the US health care sector this decade. The buzz may be overdone, but ACOs are now established as a different—and confusing—new customer segment for pharma. How is industry adjusting?
Pharma companies are building long-term value propositions that should appeal to Accountable Care Organizations into some go-to-market strategies for new drugs and to repositioning efforts of already marketed drugs that have hit snags. The rationale might seem straightforward—for example, more convenient dosing that improves compliance and cuts down hospitalization rates--but the nuances can be complex. Moreover, even when their products appear to have compelling cases for value, companies have not by and large made ACOs a distinct target for their commercial operations.
While cancer experts are almost giddy with enthusiasm about rapid advances in cancer immunotherapy—in a field not known for euphoria--they are equally pessimistic about market access hurdles as impediments to improved patient care and are seeking manageable approaches to assessing value.