AND THE KEY TO SUCCESS IS…
In this environment—"one of the most demanding in the world when it comes to data, cost-effectiveness proof, etc.", according
Veronique Toully, managing director of UCB Australia and former vice-president in charge of pricing & reimbursement—a player's
competitiveness is determined by several factors.
Veronique Toully, Managing Director, UCB Australia
"The companies that have had loss of exclusivity issues, a concentrated portfolio, and do not have a strong pipeline are really
struggling," said Andy Jackson, general manager IMS Australia and New Zealand. "Those three dynamics together all hitting
in one go plus a relatively unfavorable economic environment provide serious challenges."
Andy Jackson, Managing Director, IMS Australia
"Still, there are companies that are growing very well in this market, mainly companies with a specialist portfolio or from
generics," according to Jackson. One example of a company that is doing well in the changing environment is Novartis. Recently
appointed country head and managing director Jason Smith is confident that he will be able to lead the company to the top
of the commercial rankings on the back of Novartis' research success and its pipeline.
Jason Smith, Country Head & Managing Director, Novartis
Except for Toyota, no other company worldwide invests more money in R&D than Novartis. "This commitment to research allows
us to focus more and more on unmet medical needs in the therapeutic areas in which we have experience and ensures the longevity
of our robust pipeline," said Smith. "That means that as we bring newer products to market, they should be more likely to
meet the bar for approval and reimbursement in a country like Australia."
George Varkanis, Vice President Asia Pacific, Celgene
On top of that, Novartis is developing products with companion diagnostics which are used in the clinical development process.
According to Smith, this helps to personalise treatment, to identify those who respond well and those who do not respond well
to treatment, which then means discovering better patient outcomes at the start.