Effective Sales and Marketing Strategies for Orphan Drugs

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1 unit
Publication date:
June 2012
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Effective Sales and Marketing Strategies for Orphan Drugs summarises the main issues, challenges and tactics involved in launching new pharma products for rare diseases. The report compares the critical differences between marketing orphan vs non-orphan drugs – from initial drug development through to commercialisation. It also discusses the huge potential of this field and the key factors driving new product awareness and approval.

Key features of Effective Sales and Marketing Strategies for Orphan Drugs include:

  • Overview of pharma’s current role in the rare diseases market
  • Orphan drug business models: specialist biotech vs big pharma
  • Distinct differences in orphan drug marketing vs common drugs
  • Clinical and medical challenges in developing orphan drugs
  • Practical ways to gain valuable patient organisation support
  • Rare disease indication strategies to maximise commercial return
  • Benefits of Managed Access Programmes (MAPS) for drug developers
  • Case studies of various pharma companies’ orphan drug launches

Key Benefits

With drug pipelines moving from essential products to niche therapies, large pharma companies are increasingly attracted to the prospective high demand and low competition of orphan drug markets. However, the ‘sales and marketing’ models for orphan drugs are distinctly different to conventional models for common medications. So the transition to this specialist field is a lot more challenging than it appears. This report will help you to:

  • Review the evolving rare diseases marketplace
  • Identify the potential of different business models
  • Manage the challenges specific to orphan drug marketing
  • Recognise the key factors that influence commercial success
  • Assess the pharmacoeconomic benefits of orphan drugs
  • Build key stakeholder alliances across the entire drug lifecycle
  • Use social media and websites as marketing tools

Effective Sales and Marketing Strategies for Orphan Drugs
answers key questions including:

  • How do orphan drug business models differ from standard models?
  • What are the US and European incentives for orphan drug development?
  • What strategies did GSK use to enter the rare diseases market?
  • Which issues should you consider before orphan drug investment?
  • How can you initiate and encourage corporate-patient collaborations?
  • Can an orphan drug ever become a blockbuster?
  • What can MAPs offer orphan drug developers?
  • How can you effectively target physicians about rare diseases?

Selected Quotes

”If you’re not doing the pre-marketing activity for orphan drug launches you’re going to fail. It will cost you a lot more and you’re not going to have a real defined patient population,” Robert Derham, founder of CheckOrphan.

“There’s an advantage to being first in your orphan drug market if you do it right. Other products may seem to work as well but the difference is in your programme,” Craig Kephart, CEO of Centric Health Resources.

“Some big pharma are trying to make a business out of orphans but this isn’t something that comes naturally to them…they have to change their mind set to go into a market like this,” Steve Aselage, executive VP, BioMarin.

“Orphan drugs appear superficially as a very lucrative space: rare diseases, few competitors …but this takes time and persistence,” Abdul Mullick, head of global marketing, genetic diseases, Genzyme.

“More than any other area, the advocacy that patient organisations bring to this area is really important, and these relationships start very early in drug development,” Theresa Heggie, senior VP, global commercial operations, Shire Human Genetic Therapies