Case Study: Strategic Planning for Competitor Loss of Exclusivity
Project Objective
Our client had a novel oral anticoagulant (NOAC) indicated for thromboembolic disorders on the market, which had seen significant commercial success and sales growth since its launch
However, our client was concerned that the entrance of generic NOACs over the following years could significantly impact the price, access, and market share of Product X
As such, our client sought to evaluate various end-of-life strategy options to minimize the impact of generics on Product X
Windrose Approach
Initially, we conducted thorough secondary research in 12 markets (FR, DE, IT, ES, UK, SE, NO, NL, PT, JP, AU, and IL) to assess payer mechanisms for generics and branded products upon loss of exclusivity (LoE)
Secondary research included an assessment of the price and market share erosion of key analogue branded products where competitors had previously lost patent protection
Next, we conducted primary research with relevant payers and key opinion leaders in EU4 + UK to assess assumptions for price and market share erosion of generic NOACs, the impact on Product X, and recommended strategies to minimize the impact
Finally, we facilitated a workshop with core team to prioritize and refine the strategic options for Product X
In addition to providing guidance to local affiliates to inform short- and medium-term commercial planning for Product X
Impact
Windrose provided the following:
Validated list of payer LoE mechanisms by market
Expected level of generic NOAC price erosion and market penetration
Expected impact on price and access of Product X; as part of this, maximum price premium that Product X can maintain before triggering an impact on price and access
List of key strategies and tactics that can be employed by the client to address risk due to generics
We provided a guidance document detailing the key risks on Product X and key strategies and tactics that can be employed to mitigate risk, which was utilized by our client to reduce the impact of NOAC generics
Post LoE Price Evolution in France, Pricing and market access for Life science, Windrose Consulting Group
Prioritised risk matrix of Product X , Pricing and market access for Life science, Windrose Consulting Group