Healthy Skepticism Library item: 14557

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Bates AK.
Implementing a pre-launch named patient programme: Evidence of increased market share
Journal of Medical Marketing 2008 Sep 4; (8):319–324
http://www.palgrave-journals.com/jmm/journal/v8/n4/abs/jmm200825a.html

Abstract:

Pharmaceutical companies in the US and Europe are recognising the various benefits of using pre-launch named patient programmes (NPPs) as an essential component of their global market access strategy to optimise product launches, produce real-life forecasting data and deliver early access to patients. This paper presents results of the first study to assess the financial impact of using a pre-launch NPP on a product launch. A multivariate analysis demonstrated that implementing pre-launch NPPs had a significant effect on the cash market share of a drug within the first year of launch. Specifically, in a particular drug market, there was a 1.362 times higher odds of spending $1 on a drug that participated in an NPP compared with a drug that did not use NPP. The paper also discusses the various regulatory and practical challenges companies face when implementing NPPs across Europe, and the increasing use of specialist management organisations to coordinate these tailored European programmes.

Keywords:
names patient programme, compassionate use programme, pre-launch activities, launch ROI, optimize product launches, financial impact of pre-launch programmes