Novumed Spotlights:
Expert Forecasts and Insights

Novumed has developed a series of Spotlight Publications on issues and topics that impact our clients. These publications offer valuable insight into current issues and themes in the life science industry. These Spotlights are available, at no charge upon request.
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Successful sales of healthcare products in Asia and Latin America

The socioeconomic changes of recent years bring about a multitude of opportunities for healthcare companies. While the medical device market in developed territories reaches a point of saturation, the emerging markets in Asia-Pacific and Latin America have evolved into the largest growth opportunities for healthcare companies. Success or failure in these emerging markets is often dependent on a precise market analysis.

Due to common knowledge gaps, such as an over- or underestimation of market size and growth or unawareness of market trends and drivers and local market needs, healthcare companies are often confronted with unforeseen difficulties when entering the market in developing countries and their market access Asia or Latin America is at risk.

Politics also play an often underestimated role: What are the relevant local health authorities and how can companies bypass difficulties with product approval?

A structured country and market analysis is crucial to identify the most suitable market for a specific product. Furthermore, customized databases are an essential tool to acquire the market intelligence needed to be able to evaluate a country's business potential and to weigh risk and benefits of expansion strategies in the emerging markets.

In the recent spotlight Novumed discusses success factors and potential pitfalls when considering a market access Latin-America and Asia-Pacific. We provide insights into different scenarios using three case studies of an in vitro diagnostic provider, a surgical device provider and a medical device manufacturer, which underline the importance of a structured market access strategy.

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Efficient Selling in Pharma

Would you have suspected there to be significant regional differences in the pharmaceutical market in terms of sales within one country? Why do physicians in the Eastern part of a country prescribe almost twice as much of particular biologics compared to their colleagues in the West? Why are some pharmaceutical drugs rapidly gaining market penetration, whereas others with similar product features are losing market shares?

It is generally accepted that pharmaceutical companies face significant challenges in today's world. Continuously decreasing R&D efficiency, blockbuster patent expiry, regulatory hurdles and ever increasing price pressure in most developed healthcare systems force the historically spoiled pharmaceutical industry to work more efficiently to survive and succeed in this environment.

The pharmaceutical landscape has become highly competitive and various stake holders such as health insurances, regulatory bodies, key opinion leaders, physicians and increasingly educated patients influence the sales process. Therefore, pharmaceutical sales and pharmaceutical marketing becomes complex. Development of a deep market, customer and competitor understanding is the keystone to excelling in this environment. Successful companies must precede competitors when market dynamics shift, measure key performance indicators in real time and allocate resources effectively.

This Novumed publication provides you with some important insights for an effective analysis of market environments and sales processes. We combine a thorough description of regional market shares based on pharmaceutical sales data with an in-depth analysis of causes and correlations that provide the necessary market intelligence to support smart management decisions. The publication is addressed to professionals working in the fields of pharmaceutical sales, pharmaceutical marketing and market access pharma. Using in-depth pharmaceutical market research we provide two case studies with one biologic and one small molecule drug using Germany as an exemplary sales region. What makes this report particularly valuable and sets it apart from comparable reports is a combined approach between a leading pharma data provider and a specialized premium strategy consulting firm for the healthcare industry working hand-in-hand.

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Licensing as a financial alternative in the life sciences industry

Pharmaceutical companies are currently facing serious problems such as revenue gaps from patent expiry and scarcely populated product pipelines in spite of a steady increase in R&D expenditures. Thus, the number of FDA-approved new molecular entities per year has contracted by nearly 50% during the past 15 years. At the same time, venture capital firms have been reducing their investments in small yet innovative biotechnology companies to an alarmingly low rate. In consequence, the closure of licensing deals is a highly interesting strategy to resolve both groups’ issues as conclusively demonstrated by the strongly growing value of global licensing deals.

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Medical Technology: A safe haven for volatile industries?

Facing ever increasing volatility, industry groups from various sectors seek stability in the medical technology market which explains the high prices paid in recent acquisitions. High margins can be achieved, especially with a leading technological position. In comparison to the pharmaceutical industry, the relatively low regulatory barriers of the medical technology industry make it a very attractive segment for expansion.

Valued at more than US$ 270 Bn, the global market for medical technology showed high annual growth rates around 8% in recent years. Medical device companies have been surprisingly resilient to the financial crisis compared to other industries. From a profitability perspective medical technology companies in general show high performance. The average net profit margin in the industry amounts to 13.7%. This is one reason why we observe other industries looking for ways to enter the medical technology market as well. Automotive suppliers, for example, experience high pressure on margins, which is why they are increasingly driven to diversify their business. Whether these companies should act as a supplier to the medical technology industry or develop their own medical devices needs to be analyzed on an individual level. However, to successfully enter the medical technology market the major trends and developments regarding e.g. proof of efficacy and cost reduction need to be part of strategic considerations.

What factors make medical technology so attractive? Which industries can benefit from expansion into this segment? In this publication NOVUMED provides a good overview of important market segments, market sizes and growth drivers. It further gives an introduction to regulatory challenges, important trends and recent M&A deals.

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How the right -omics technology and the ideal biobank create value

In the past, the topic of biomarkers has been treated as an upcoming trend. Today, the use of biomarker-based diagnostics is encouraged or even required for an increasing amount of drugs. In fact, the global biomarker market is forecasted to have a growth rate of over 20% for the use of innovative diagnostics or pharmaceutical research. This publication contains background information and examples based on the aggressive prognosis. The publication provides a summary of the market segments, technologies, essential definitions and prominent market members. In addition, Novumed publishes results of a study dealing with the important bio banks, which are gaining in importance for the development and validation of biomarkers.

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INDIA: From Global Supplier to Leading Consumer of Pharmaceutical Drugs

India, a nation of striking diversity, vast ambitions, and an even vaster manpower resource, is on the fast track to becoming a global economic superpower. Recent census data depict a population growth of 17.64% between 2001 and 2011, and India is projected to be the world?s most populous country by 2025. With 1.25 billion people, India represents 17.5% of the world population as the 2nd most populated country in 2011.

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Can big pharma's broken blockbuster strategy be cured by orphan drugs?

The blockbuster strategy of the pharmaceutical industry is challenged. The pharmaceutical industry has historically been spoiled by two-digit annual growth rates of around 11%. This trend ended in 2002, and according to market research data, the annual growth since then has decreased steadily to a mere 4% in 2010 over 2009. The impressive growth rates in the past were achieved by the industry's focus on blockbuster drugs, medicines that generate at least US$ 1 billion in annual sales.

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