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Launch
A new injectable therapy for osteoporosis was launched into the European market, previously dominated by oral treatments. Although accompanied by good evidence for efficacy, perceived high cost resulted in resistance for early adoption. JBM were briefed to carry out a health economic analysis both to support a submission to the Scottish Medicines Consortium (SMC) and to provide a background for future marketing activities.
Steps in the process, carried out by JBM were as follows:
Step 1: Advisory board meeting was convened with the objective of clarifying patterns of current management and understanding the economic drivers of prescribing practice within the secondary care sector
Step 2: Systematic review of the literature was carried out, in order to identify the evidence base supporting the use of all available treatments in the therapeutic area and to provide information to feed the inputs for the economic model
Step 3: Liaison with SMC to understand their priorities in this field and the issues that they wished to see addressed in the submission
Step 4: Development of Markov cost-utility model to characterise the potential economic impact of the new product within the UK health care system
Step 5: Reporting of the economic model and integration with clinical sections of the SMC submission
Step 6: Broadening of the original model to reflect different health care environments across the European Union
Step 7: Ongoing collaboration with UK and international arms of the client company to ensure that economic factors are adequately incorporated with other marketing activities
Outcomes: The submission to SMC was successful and was followed up by similar success in other markets within the EU. Continuing collaboration with the company and key opinion leaders has led to the implementation of an ongoing publications strategy, with JBM providing both analytical and writing services.
