Selling in a Competitive Ultra-Orphan Disease Market (A Case Study) Bill Zabel V.P. US Sales Talecris Biotherapeutics

Transcription

1 Selling in a Competitive Ultra-Orphan Disease Market (A Case Study) Bill Zabel V.P. US Sales Talecris Biotherapeutics

2 Selling in a Competitive Ultra-Orphan Disease Market What are we selling? Prolastin C What is it indicated for? Alpha-1 Augmentation Therapy due to deficiency of Alpha-1 Proteinase Inhibitor What is Alpha-1? Genetic Emphysema Is Alpha-1 Antitrypsin (AAT) Deficiency Rare...?

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5 Selling in a Competitive Ultra-Orphan Disease Market 1. How did we go to market? 2. How do we go to market?

6 Case Study Bayer/Talecris: Prolastin Bayer Biological Products launched Prolastin as sole US source manufacture of Alpha-1 augmentation therapy in 1988 For ~11 years Bayer relied on traditional channels of distribution to get product to patients Customers! Patient demand exceeded supply leading to patient inequities including pricing inconsistencies, product shortages and lack of product portability Prolastin allocation program established (Jan 98) Patient/customer complaints escalate regarding distribution channels resulting in Congressional hearing (April 98) Patient groups request direct to patient program- tie product to patient

7 Evolution of Service Programs A Continuum Patient Population Size PBM $$$ Healthcare Expenditures $$$ Disease Management Population Management Programs Increasing Severity Specialty Pharmacy Sub Spec Pharm PBM: Broad population - Influence for the right drug, right time, lowest net cost DM: Disease-based populations, manage overall care in context of disease Specialty Pharmacy: Smaller populations, intensive therapy, compliance focused Sub-Specialty Programs: Very small population, drug plus tailored services focused on overall health outcomes for complicated, rare diseases Population Combination Patient-specific Unique

8 What is Prolastin Direct? Unique, best-in-class integrated Specialty Pharmacy, Specialty Distribution and Disease Management Program dedicated to the care of patients with Alpha-1 antitrypsin deficiency treated with Prolastin Prolastin-C + Specialty Specialty Pharmacy Services (Centric Health Resources) + Disease Management Program (AlphaNet) = Best overall value for patients

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10 Selling in a Competitive Ultra-Orphan Disease Market Utilizing Personal Promotion to Call on Managed Care, Pulmonologists and Primary Care

11 US Managed Care Team Provide clinical education to promote accurate medical policy Assure equitable PA policies Assist stakeholders with reimbursement issues/concerns Educate on service model and QOL study Test opportunities to improve patient care COPD testing initiatives

12 US Pulmonary Sales Force Northeast West Central Great Lakes Mid Atlantic Southeast Over 400 calls per day to Pulmonologists and PCP s discussing Alpha-1

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14 Pulmonary Team Patient Funnel & Movement Analysis Prolastin- C Writer Tester Non- Tester / Non- Believer

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16 What is the Alpha-1 Disease Management and Prevention Program (ADMAP)? Patient-centered education focused around a comprehensive resource guide Live follow up with trained peer educators Outcome measurement Electronic medical record system

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19 Richness of ~Real Time Data to Manage Business Test Kits Distributed Versus Returned Referral Versus Shipped by Region Referrals Shipped Distributed Returned Pulm - Central Pulm - Great Lakes Pulm - West Pulm - Southeast Pulm - Mid- Atlantic Pulm - Northeast Referrals Versus Goal Active Patients Goal Referrals

20 Differentiation Based on Unique Service Model Leads to Better Outcomes and 96% Patient Satisfaction Dollars Reinvested in Search of a Cure Comprehensive Health Management Specialty Pharmacy Coordinators Nursing Services