Pharma and Digital: How New Approaches Enable the Path to Patient

IDEAPharma.com ©IDEA Pharma. 2022. All rights reserved
Copenhagen, September 22, 2022
Healthy
Mind
Tech

2
Welcome!

3
IDEA Pharma Is One of
the Industry’s Most
Experienced and
Successful Positioning
and Path-to-Market
Partners
Positioning is the discipline of
choosing an active place in the
market where the product can
show competitive advantage
AND the place in the mind of the
customer that will drive
preference
Path-to-Market Strategy is the
means of achieving the target
position and is an approach
unique to IDEA
Inspirational creativity
to develop and explore
options that are
meaningfully different,
enabling each asset to meet
its full potential
Inspirational
Creativity
Scientific rigor applied by a
cross functional team who
understand the commercial
potential of clinical
performance
Scientific
Rigor
Deep understanding of the
commercial and regulatory
landscapes to shape
propositions for your asset
Deep Sector
Insights

Strictly confidential. Trademarks and methods, © IDEA Pharma Ltd, 2022. All Rights Reserved.
Invention ≠ innovation
4
@ideapharma

Molecules do not “self-determine” their opportunity
Choice of dose
Patient populations
Market access
Reimbursement
Indication
Pricing
Marketing strategy/ cost
Positioning
Biomarker/ personalised
medicine
Choice of comparators
Technical risk
Differentiation
Value proposition
Length of studies
Choice of endpoints
Cost of studies
Choice of indications
All of the considerations that make
up the product are important
No one element can be locked
without restricting every other
parameter and affecting the final
outcome
IDEA is based on the belief that
strategic choices or decisions made
by people are the difference, and
that molecules/ technologies do not
self-determine their opportunity
It’s about the decisions,
not the molecules…
Molecule Product

6
Human-driven decisions are the difference

'if you give the same molecule to two
companies in early phase, would they
be equally successful?'
7

8
IDEAPharma|NeverGeneric8
The
Pharmaceutical
Innovation Index
Annually, IDEA publishes
the industry-standard
ranking of the industry’s
most innovative
companies
The deepest understanding of the
causes of innovation
10-year all-cause study

11
2022 Pharmaceutical Innovation and Invention Index rankings
2022
Pharmaceutical
Innovation
Index
2022 Pharmaceutical Invention Index
MORE
INVENTIVE
MORE
INNOVATIVE
Top 10 Innovation Index
Top 10 Invention Index
Company Rank Change from 2021
Pfizer 1 7
AstraZeneca 2 6
Regeneron 3 —
Johnson & Johnson 4 11
Merck 4 9
BeiGene 6 21
Takeda 7 21
BioNTech 8 NEW
Roche 9 -7
Sanofi 10 -3
Company Rank Change from 2021
AstraZeneca 1 5
Eli Lilly 2 2
Bristol-Myers Squibb 3 -2
Johnson & Johnson 4 4
Pfizer 5 -2
Novartis 6 3
BeiGene 7 -2
Roche 8 5
Amgen 9 8
Merck 10 —

Pfizer topped the 2022 Innovation
ranking
• Pfizer had an outstanding financial performance in
2021. Pfizer/BioNTech’s COVID vaccine nearly
doubled the drug giant’s revenues, with $36.8 billion
of its 2021 revenues, or 45% of its global $81.3 billion
in sales, fueled by the vaccine alone.
• Pfizer was the only large pharma company among the
companies that scored high on the Freshness Index
analysis*. 48% of Pfizer’s 2021 revenue was attributed
to new products (mainly COVID vaccine) vs. only 2.3%
last year.
• Pfizer scored FDA approvals for two other vaccines in
2021. One of which was Prevnar 20 — marking the
latest product in Pfizer’s long-standing adult
pneumonia vaccine franchise.
• Pfizer was one of only three companies (alongside
Merck & Co and France’s Sanofi) to achieve three
novel FDA drug approvals in 2021.
*Note: Freshness Index is one of the metrics of the Innovation Index, and it
measures the proportion of total sales attributed to new products (i.e.,
launched within the last 3, and 5 years)

AstraZeneca topped the 2022 Invention
ranking
• A significantly increased novel drug pipeline;
majority in phase II (largely driven by acquisition of
Alexion)
• Scored highest in the regulatory designations
category, which assesses the number and types of
regulatory designations granted to novel drugs
(i.e., not currently approved)
• A healthy R&D investment. AstraZeneca’s R&D
spend in 2021 accounted for roughly 26% of the
company’s 2021 total revenue
• AstraZeneca brought in $36.5 billion in sales in
2021 — a 40% boost over the previous year

15
The Freshness Index 2022
How much of last year's revenue was
from drugs 1st launched in the past 3
and 5 years?

16
Being open to novel and multiple approaches
Community
Open innovation and collaboration,
e.g., drug discovery, the way we talk
about and include patients
Opportunity – Value
Optionality and new models to make
our industry sustainable
Motivation to change, to imagine
A problem rich environment against which
we can innovate and permission to be
more innovative
Asymmetric learning
Design-in competitive advantage
think about your product in a way
that's not average
Enablement
Digitization, outcome centered
care platforms, tailored
recruitment and monitoring

17

18
Our philosophy: embracing range in early development
Range of effect
R
Early-phase characterization – where/
how the technology might work
Range of approaches
A
Consideration of alternative paths in
development
Range of solutions
S
Integration of adjacent technology
Range of risk
R
Portfolios usually carry only technical
risk (hidden commercial and regulatory
risk).
Range of opportunity
O
Early-phase characterization – what
the market might want
Range of
commercial models
C
Consideration of alternative
commercial models

19

20

21

22
Serendipity ≠ luck

23
Without a plan,
10 people can see no
further than one....

24
Networking roundtables
What gets in the way of innovation?
What tools can biopharma and digital
health innovators use to enable change
and accelerate the rate of innovation?
What makes your company truly
innovative?
How does your company apply the
essentials of innovation?

Stay tuned…sign up for our IDEA Junkie newsletter

Pharma and Digital: How New Approaches Enable the Path to Patient

Recommended

Recommended

More Related Content

Similar to Pharma and Digital: How New Approaches Enable the Path to Patient

Similar to Pharma and Digital: How New Approaches Enable the Path to Patient (20)

Recently uploaded

Recently uploaded (20)

Pharma and Digital: How New Approaches Enable the Path to Patient