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Research and Markets (http://www.researchandmarkets.com/research/26rzgm/lifecycle) has announced the addition of the “Lifecycle Management Strategies: Pharma-Payer Deals – Creative agreements are used at different stages of the brand lifecycle to maximize sales” report to their offering.

With increasing cost-containment measures, payers have emerged as the key decision-making group, as proving the economic and clinical value of a drug is of central importance in achieving commercial success. As a result, pharma-payer deals have been used not only for launch products but also for mature brands in order to drive market share in the face of branded and generic competition alike.Analysis of success drivers and resistors of pharma-payer deals as a lifecycle management strategy. Discussion of how pharma-payer deals can satisfy key stakeholder needs.

Case study of recent successful and unsuccessful pharma-payer deals. Risk-sharing agreements are based on a “guaranteed” outcome resulting from the treatment, be that based on financial or outcome/performance criteria. If the outcome is achieved the payer will pay; if not, the pharmaceutical company refunds the payer for the cost of the drug. Risk-sharing agreements have the potential to reconcile the needs of different stakeholders: pharma companies secure market entry, the payer is financially protected from patients who fail to respond to drug treatment, and patients gain access to innovative therapies.

While straightforward discount and rebate deals are usually used to maintain sales later in the lifecycle when the drug in question is facing greater competition, recently, creative risk-sharing deals have also been used for mature brands in order to drive market share in the face of branded and generic competition alike. How can pharma-payer deals drive or maintain franchise sales? How can pharma-payer deals be used at different stages of a brand’s lifecycle? In which markets are pharma-payer deals commonly used?

Key Topics Covered:

– EXECUTIVE SUMMARY

– PHARMA-PAYER DEALS OVERVIEW

– PHARMA-PAYER DEALS CASE STUDIES

– BIBLIOGRAPHY

– APPENDIX

– TABLES

– FIGURES

Companies Mentioned

– Hutchison 3G UK Limited,

– Janssen Pharmaceuticals, Inc.

For more information visit http://www.researchandmarkets.com/research/26rzgm/lifecycle