As manufacturers seek to capitalize on blockbuster biologic LOEs in the coming years, the adalimumab market has proven that a successful biosimilar launch is not guaranteed. 

Biosimilars began entering the market about 18 months ago. Despite early access being achieved by leading competitors, Humira’s position in the market and likely portfolio-level rebating were able to block nearly all traditional approaches to volume conversion. Given these dynamics, several manufacturers are already beginning to pivot their strategy away from biosimilars. 

Triangle Insights Group has gleaned the following “lessons” from the adalimumab biosimilars market, which may prove beneficial to manufacturers.

Lesson #1: Predict Market Erosion Based on Competition and Biosimilar Value Proposition

During product development, leadership should scenario plan around the impact of manufacturer capabilities/portfolio and product attributes on expected price and volume erosion. The slow volume erosion for Humira has been notable, but not unprecedented. Biosimilar markets have experienced a broad spectrum of price and volume erosion trajectories. However, likely portfolio-level rebates have been difficult for payers to relinquish thus far, with most payers outside of CVS having been unwilling to ‘pick a winner’ to date.

Lesson #2: Highlight Key Segments to ‘Win’ Preferential Access and Drive Volume Conversion

While value proposition development and thorough scenario planning remain essential to prepare for biosimilar market entry, volume still needs to be converted following launch. It is becoming even more important to demonstrate initial market access and share as a proof point for future contracting with larger payers. These proof points typically require a deeply segmented understanding of the market access landscape and an ability to reach and incentivize stakeholders whose perspectives on value proposition may differ significantly from the larger payers.

Lesson #3: Carefully Consider Pricing and Margins Relative to Necessary and Sufficient Patient Support Services

Historically, biosimilar manufacturers have relied on benchmarking to identify the level of patient support services needed to remain competitive to the parent brand. However, this was often enabled by slower erosion of prices over time, producing margins that permitted those relatively robust patient services. The rapid price erosion observed in the US adalimumab market has transformed those expectations. Today, manufacturers must prepare for a broad spectrum of potential pricing, access, and volume conversion outcomes.

Lesson #4: Identify Key Leakage Points for Patients and Track Leakage Following Biosimilar Launch

Even with an optimized strategic approach, manufacturers may not generate expected volume. As a result, organizations shuffle accountability around their different business units. For example, Market Access may hold Patient Support Services responsible for lower pull-through, Patient Support Services may criticize Market Access for lower volume generation, and both may hold Commercial Strategy culpable for value themes and messaging that aren’t resonating. Without an integrated approach to strategy development and implementation, it can be challenging to identify the true barriers to volume conversion.

Through the Biosimilar Center of Excellence, Valeris acts as a strategic and implementation partner to address the recurring challenges of the biosimilar market. 

For more insight on our capabilities, offerings (Patient Support Services, Data & Insights via Policy Reporter, and Commercial Strategy via Triangle Insights Group), and how we can support manufacturers in developing a holistic approach to biosimilar commercialization, check out the full white paper.