The value that medical devices offer pharma brands
Part 1 in our blog series: Not everything that makes you better is a pill
In the 1990s, when I started in healthcare market research, successful pharma launches were built on strong clinical profiles. Blockbusters like Lipitor, Prozac and Losec succeeded on the basis of their superior clinical data. Huge salesforces then took this data to as many doctors as possible to persuade them of the value of their product…and huge sales followed.
Today, though, in increasingly crowded drug markets, a strong clinical profile is no longer enough. To be successful, pharma companies need to develop a package of solutions including not only their molecule but also medical devices and digital solutions that, when combined, improve patient outcomes. After all, “Not everything that makes you better is a pill.”[1]
[1] Dr. Joseph Kvedar, Vice President of Connected Health at Partners HealthCare. (Source: MobiHealthNews, 11th November 2015).
The importance of medical devices to pharma brands has always been recognised. As a junior researcher, I worked on inhaler devices such as GSK’s Accuhaler and AZ’s Turbohaler, on depot delivery formulations such as Losec MUPS and Risperdal Consta and on the NovoPen. Recent technological advances, however, have super-charged the value that medical devices and diagnostics offer pharma brands and have given rise to beyond-the-pill solutions in a number of different areas, for example:
Smart Devices that also collect and report compliance and outcomes information (e.g. smart inhalers in asthma/COPD, smart injectors in immunology, continuous glucose monitoring and closed loop insulin delivery systems)
Ingestible sensors that indicate whether a pill has been taken (e.g. Proteus Digital Health’s technology which has been combined with Otsuka’s Abilify in schizophrenia)
Bio-markers that allow anti-cancer treatments to be personalised to the patient
Patient and Physician Companion Apps, which offer education, encourage adherence or prescribing and provide easy access to Q&A resources or helplines
We even have Akili’s EndeavorRx, the first prescription medicine delivered through a video game to improve cognitive impairment.
Recently, there have been several important case studies where a pharmaceutical product has differentiated itself through a delivery device, for example
In rheumatology, a range of biologic devices is now available as brands seek to make it easier for patients with dexterity issues to self-inject. Pre-filled pens are now offered by most brands, while Enbrel and Cimzia have also launched e-devices which are not only easy-to-use and address needle-phobia but also record important compliance information.
Albumin infusions are required in a range of patient types, from those with nephrotic syndrome or liver failure to post-operative liver transplant management. The market for human albumin is crowded with local manufacturers able to offer low-cost options. Until recently, albumin has been available in large glass bottles for infusion, but Takeda and Grifols are now seeking to differentiate their brands through IV systems which will be more convenient for nursing staff and easier for hospitals to transport and store.
These are just two examples of devices that differentiate pharma brands, but many others exist. So, as we develop new medicines, let’s make sure that we are considering all solutions that will improve the lives of our patients, including devices and other support solutions. Those who get it right will benefit from stronger product uptake and compliance at launch. Those who do not, will be left on the shelf, quite literally.
