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    Marketing Plan B6 Biocon

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    Ritvik Dinesh
    The document provides a marketing plan for Trastuzumab biosimilar, a generic version of Herceptin, which is used to treat HER2+ breast cancer. Biocon and Mylan have partnered to develop and market a Trastuzumab biosimilar called TZB. They have completed clinical trials and received FDA approval. The document outlines the US market size for Herceptin, estimated at $8.73 billion annually. It estimates the available market for a Trastuzumab biosimilar at $1.64 billion initially, growing to $6.11 billion as the biosimilar gains market share. The marketing plan proposes targeting hospitals and clinics, leveraging both companies' salesforces to differentiate T

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    Marketing Plan B6 Biocon

    Uploaded by

    Ritvik Dinesh
    192 views9 pages
    The document provides a marketing plan for Trastuzumab biosimilar, a generic version of Herceptin, which is used to treat HER2+ breast cancer. Biocon and Mylan have partnered to develop and market a Trastuzumab biosimilar called TZB. They have completed clinical trials and received FDA approval. The document outlines the US market size for Herceptin, estimated at $8.73 billion annually. It estimates the available market for a Trastuzumab biosimilar at $1.64 billion initially, growing to $6.11 billion as the biosimilar gains market share. The marketing plan proposes targeting hospitals and clinics, leveraging both companies' salesforces to differentiate T

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    The document provides a marketing plan for Trastuzumab biosimilar, a generic version of Herceptin, which is used to treat HER2+ breast cancer. Biocon and Mylan have partnered to develop and market a Trastuzumab biosimilar called TZB. They have completed clinical trials and received FDA approval. The document outlines the US market size for Herceptin, estimated at $8.73 billion annually. It estimates the available market for a Trastuzumab biosimilar at $1.64 billion initially, growing to $6.11 billion as the biosimilar gains market share. The marketing plan proposes targeting hospitals and clinics, leveraging both companies' salesforces to differentiate T

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    192 views9 pages

    Marketing Plan B6 Biocon

    Uploaded by

    Ritvik Dinesh
    The document provides a marketing plan for Trastuzumab biosimilar, a generic version of Herceptin, which is used to treat HER2+ breast cancer. Biocon and Mylan have partnered to develop and market a Trastuzumab biosimilar called TZB. They have completed clinical trials and received FDA approval. The document outlines the US market size for Herceptin, estimated at $8.73 billion annually. It estimates the available market for a Trastuzumab biosimilar at $1.64 billion initially, growing to $6.11 billion as the biosimilar gains market share. The marketing plan proposes targeting hospitals and clinics, leveraging both companies' salesforces to differentiate T

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    MARKETING PLAN FOR

    TRASTUZUMAB BIOSIMILAR

    - Submitted by
    Group B6
    Biocon-Mylan alliance in Trastuzumab biosimilar
    May, 2015
    Biosimilars - Generic
    Biocon completes clinical trials on TZB version of biologics
    Nov., 2016
    Biologics Drugs
    Biocon-Mylan submits application for Trastuzumab biosimilar manufactured by micro-
    organisms
    July, 2017
    FDA Food and Drug
    FDA recommends approval of Trastuzumab biosimilar Administration, reviews
    Target Date for Market Launch Early 2019 and approves drugs on
    safety and efficacy for
    Project Objective: Construct a Go-to-Market strategy with intent to marketing in US
    differentiate Mylan-TZB in the market from Herceptin (Innovator for TZ)
    Herceptin is the Brand
    name of TZ
    (Trastuzumab)
    TZ: One of the top Cancer drugs with great
    performance in HER2+ BC treatment
    Product History:
    Treatment Pathway for HER 2+ Breast Cancer
    Herceptin Roches innovator product of
    eBC Early Stage Cancer localized Undergo Trastuzumab
    treatment with once cycle of therapy,
    Five year Survival rates at 98% Sales (2015) $5.5 Billion
    Provides 18% increase in survival chances

    aBC Stage II Cancer localized but advanced No direct substitutes in this segment of Cancer
    treatment
    Other therapy including radio and chemo used
    in 84% cases, Five year survival rate at 75% Other possible alternatives: Lapatinib,
    Pertuzumab, ado-tratuzumab

    aBC Stage III Cancer metastasized


    Radiotherapy is the only treatment available,
    Five years survival rate a 22%

    Primary use of TZ at this phase, rarely its used in Stage II and Stage III
    Oncology Value Chain on Supply side

    General Regulations Drug Procurement Drug Prescription Drug Dispensation

    Pricing and Market Rebate program: 100% Biosimilar Quota: Automatic substitution:
    Access: Trastuzumab is reimbursement for Government hospital For TZB substitution is
    unregulated trastuzumab in US can would include policy possible with Herceptin if
    Biosimilar pricing: 30% encourage replacement based recommendation not available but its not
    mark down to be Open-house contracts: to use biosimilars recommended on
    competitive Hospital Organizations Prescribing budget: patients with history of
    Originator pricing: May and Clinic groups may Clinics under insurers auto-immune disorders
    mark down based on source through these influence have strict
    market erosion contracts budget requirements
    Channel: For TZ, the mail Tenders: Fixed pricing Treatment initiation and
    and online order channel over a period for a set switching: Mylan-TZB
    are blocked group obtained switchable
    status
    Market Potential for TZB
    MARKET SIZE - HERCEPTIN MARKET PENETRATION - HERCEPTIN

    US Population 320 million Total Sales in US (2015) - $5.5 billions


    Percentage of Females 50.8% Market Size - $8.73 billion
    Target Market 163 million Total Market Penetration 63%
    Rate of Occurrence (Breast Cancer) 5000 per 1 million
    Population affected with breast cancer 0.81 million ESTIMATED MARKET SIZE TZB
    Population affected with HER2+ cancer 1,38,500 (17%)
    Patients those can be treated through TZ 1,24,700 Extrapolated Data
    (90%) Compounded Annual Growth Rate 8.4%
    Yearly Cost of Drug - $70,000 Total Sales in US (2017) - $6.46 billion
    Total Market Size - $8.73 billion Total Market Penetration 73%

    Market Size
    Market Available 27%
    Market Available (0% competition from TZ) - $1.64
    billion
    Market Available (Competition from TZ) - $6.11 billion
    Upcoming Competition
    Herceptins Biosimilar already launched in markets of India (Canmab) and South Korea (Herzuma)
    Herceptins patent expired in 2014 in Europe and will expire in 2019 in the USA
    Looser regulatory pathways and clinical requirements coupled with higher acceptability in Pharmerging
    markets gives local players a more level playing field
    Biosimilars are riding on a proposition of being a cheaper alternative to Roches Herceptin
    Competitive drugs
    Advantage to Mylan/Biocon for their drug is ready with all FDA approvals and is ready to hit the market
    Allergan Amgen Samsung Bioepis Oncobiologics
    Stada/Gedeon BioXpress
    ABP 980- filed BLA in SB3-filing accepted in EMA Viropo with
    Richter Therapeutics
    USA in July 17 in Oct 16 DM Bio

    South Korea with plans to become a leading biosimilars player, is actively expanding its world-class clinical
    trials and production infrastructure, cultivating bio-specialized manpower, reinforcing global export capability,
    building R&D, legal and system support strategies.
    Channel Segmentation
    Challenges in
    Biosimilar
    market

    Major Segment : Direct Selling to Clinics Low Prescriber


    Hospitals No head on competition acceptance
    Developed good with Roche Patients attitude towards
    relationships with No direct Selling to bio similar is not
    Oncology departments of Hospitals in the first great(Branded mentality)
    Hospitals phase Targeting individual
    High Marketing Spend Leverage the Salesforce of Clinics will lead to more
    They also target Clinics Biocon & Mylan number of contracts
    but the drug is transferred Different nature of greater administrative
    via Hospitals contracts with the clinics work for the salesforce
    No direct communication Clinics have their unique
    between Roche & Clinics way of treatments
    Channel Targeting and Positioning

    We use the clinics Core value proposition


    channels to reach is that the side effects
    This brings the
    those 27% customers risk of neutropenia
    effective cost of chemo
    that are using chemo which is 75% with
    to (20000+26000)
    as replacement of chemo will reduce
    which is $46000
    herceptin due to its costs to customers by
    cost $26350 (17x25%x6200)
    THANK YOU

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