Biosimilars engage in low levels of direct-to-physician marketing relative to reference biologics
Megan F Hyland, Colleen M Carey · 2023
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Description
Biosimilars are near-copies of costly biologic drugs, and they could cut United States drug spending, yet uptake varies. Megan Hyland and Colleen Carey measure one possible barrier: marketing aimed directly at doctors. They use federal payment records from 2014 to 2022 as a stand-in for that marketing, covering six brand drugs that gained biosimilar rivals.
Brand makers sharply cut their doctor marketing after rivals launched. The biosimilar makers, meanwhile, marketed far less than the brands ever had. The pattern held for both office-based and hospital-based doctors. Marketing intensity also showed no clear link to how much market share the copies won. The authors conclude that the brands' lasting grip on the market cannot be blamed on ongoing marketing, and that the copy makers barely use the channel at all.
Catalog record
| CREATOR | Megan F Hyland, Colleen M Carey |
|---|---|
| YEAR | 2023 |
| COLLECTION | PAPERS |
| FORMAT | TXT |
| FILE SIZE | 18 KB |
| VERSION | 1.0 |
| LICENSE | CC BY 4.0 |
| RIGHTS | CC BY |
| SOURCE | Europe PMC |