Ken Begasse Jr., Partner, COO | Concentric Pharma Advertising
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The biggest challenge with all anti-smoking drugs remains the complexity of the addiction—physical, behavioral and psychological.
This three-talon stronghold of the smoker remains the biggest obstacle to solving one of the most correctable health risks
in the world.
It begins and ends with market-entry strategy. Its safe to say there will be considerable failure with NicVAX, considering that on average it takes a person up-to 8 attempts
to quit smoking. NicVAX must clearly define the appropriate patient population for initial use with all customers, patients,
physicians and payers.
An important aspect of today's innovative products success rate is the inclusion of robust patient and practice services.
The inclusion of disease management programs can aid success, ensure re-treatment at 12 months and ease Managed Care concerns
of relapse. A powerful application of these programs is data collection, analysis and distribution that can be used to demonstrate
effectiveness to all customers, reinforcing positive experience.
The main obstacle to ensuring positive ROI on an increased marketing push is achieving neutral to positive coverage. Managed Care notoriously dislikes paying for anti-smoking drugs, however partnering early with the clinical value and then
demonstrating positive real-world data can soften their stance.
The promise of healthcare Is the prevention of disease. One can say that the introduction of the polio vaccine solved an epidemic that boosted the pharmaceutical era of innovation
and growth. Today, vaccines and specifically adult vaccines will play an integral role in our healthcare armamentarium. Pipeline
vaccines move beyond the prevention of communicable diseases, and aim to prevent cancers, cardiovascular and metabolic
diseases and with the introduction of NicVAX, addiction.
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