Two Labs has extensive experience advising companies about the dynamics of marketing orphan drugs, and can offer knowledge of successful and unsuccessful launches, in this area to help guide the planning and execution of an optimal launch for a new orphan drug therapy.
Orphan Disease – Market Challenges
Orphan Drugs require a different approach in commercial marketing compared to traditional pharmaceutical products. The market for each different orphan disease is miniscule. Two Labs uses launch analogs to provide the pharma industry with a detailed understanding of successfully launched orphan drugs.
Due to the non-traditional approach for these orphan drugs, companies seeking to develop these treatments should be undertaking initiative, ideally in the early stages of Phase II. Some of the recommended initiatives are:
Finding and developing physicians in the area of the particular orphan disease to become champions for the development of the treatment
Identify and encourage these rare patients to enroll in registries, to help build an international community of patients to benefit from the developing therapy
Advocacy Organization Development
Strengthening existing advocacy organization or helping create a new one
Trial Design Optimization
Working with the regulatory agencies to achieve Orphan Drug Designation and ensure proper trial design
Access and Reimbursement Development
Developing appropriate access so that all patients can benefit from the new therapy
Learn from others to optimize return winning price strategies
There are numerous ways a pharma & biotech company can target the patients and physicians of the orphan drug market.
During the pre-launch phase, the strategy should educate the market about the rare disease and develop more awareness. Pharma & biotech companies should use the following examples for effective promotional strategies during the pre-launch:
- Enhance awareness for patients, family, and healthcare providers, preceding the launch of the product, in cooperation with advocacy group.
- Create a sense of community for those who suffer with the rare disease. Encourage the patients to register and share their story.
- Encourage patients to register, thereby helping the pharma company build a potential client pool by the time the drug is ready to be launched.
- Use a medical claim analysis to identify the doctors currently treating these patients.