Ace breast cancer products actively reduce prices by more than 50%, Pfizer in China's tumor market how to do?

Under the goal of "bringing breakthrough innovation to change patients' lives" and patient-centered win-win development strategy, how to accelerate product introduction, how to lay out and match different market strategies and access methods for different products, the transformation of Pfizer needs to continue to prove its market dominance and competitiveness.
recently, the World Health Organization's International Agency for Research on Cancer (IARC) released the latest global cancer burden data for 2020, the number of new cases of breast cancer worldwide reached 2.26 million, surpassing 2.2 million cases of lung cancer, breast cancer replaced lung cancer as the world's largest cancer.
January 18, 2021, Pfizer breast cancer product Ebersili adjusted the price in the Chinese market, 125ml per bottle price will be reduced from 29,799 yuan to 13,667 yuan, a reduction of 54%.
this is the first price cut since Aibo's new listing in China in 2018, and the price reduction is behind Pfizer's strategic changes in the Chinese market after it split up its pro-trump business and positioned itself as an innovation-driven growth biopharmaceity company.
2021, Pfizer updated the tablet logo it has been using since 1948.
officially, the new brand logo could highlight Pfizer's transformation from a diversified healthcare giant to an innovative biopharmaceutical company focused on developing, treating and curing diseases.
, which has emerged as the world's largest drug company, is now seeking to open a new phase in a lighter stance and focused product space after a series of spin-offs and streamlining of its research and development pipeline.
also in the Chinese market, as one of the important areas of post-transformation innovation strategy, tumor is undoubtedly an important grasper of Pfizer.
How to accelerate product introduction, how to lay out and match different market strategies and access methods for different products, and how Pfizer needs to continue to demonstrate its market dominance and competitiveness under the goal of "bringing breakthrough innovation that will change patients' lives" and a patient-centered win-win development strategy.
the reason for the price reduction? : Aiboxin is the world's first cell cycle protein-dependent kinase (CDK) 4/6 inhibitor, and the first approved targeted treatment for HR-/HER2-advanced breast cancer in the Chinese market in nearly a decade.
, in the early stages of breast cancer, patients can be cured with reasonable surgery, radiotherapy and chemotherapy.
But there will still be 30% to 40% of early breast cancer patients in a certain period of time metastasis and recurrence, into the late stage, its overall medium survival of only 2 to 3 years, 5 years survival rate is only 20%.
Zefei, director of the Breast Oncology Department at the Fifth Medical Center of the People's Liberation Army General Hospital, said in an interview with E-Drug Manager that the cure rate for advanced breast cancer is still relatively low.
with the continuous development and progress of classification therapy, the treatment effect of advanced breast cancer is getting better and better.
in her 2 plus advanced breast cancer, there are many targeted drugs, medical security and accessability is more adequate.
are not abundant enough targeted for HR-/HER2-advanced breast cancer.
there are still some medicines that can't get in or can't be used.
SongFaxian, head of China's oncology market at Pfizer Biopharmaceutical Group, said there were insufficient standardized treatments for advanced breast cancer in China, with large differences between urban and rural areas, and drug accessability was an important factor in the homogenization of the treatment.
" Pfizer has been involved in the standardization and homogenization of cancer treatment advocated by the state, and this price reduction, we hope that more patients with HR-/HER2-her2-targeted drugs will be treated with targeted drugs and will be able to continue to use them for faster and more direct benefits.
," Song said.
SongFaxian, head of China's oncology market at Pfizer Biopharmaceutical Group, said Pfizer would continue to actively participate in health care negotiations as a "curve rescue" for unsealed health insurance.
" new patent is still three years old, and we're obviously not doing it just to get into health insurance.
" Aboxin has reached more than 300,000 patients since its global launch in 2015.
According to Pfizer's third-quarter 2020 report, Aibo's new global sales in the first nine months of 2020 were $3.96 billion, up 8 percent from a year earlier, second only to Pfizer's ace vaccine products in terms of sales.
but inevitably, with competition from other multinational pharmaceutical companies and generics from local pharmaceutical companies, there is no small pressure on Aiboxin.
"I know the industry is willing to read this, but it might be counter-hearted to say that there is no such consideration."
" SongFaXian does not deny the impact of the approved listing of the competition on Aibo's new strategy adjustment," AiboXin since the 2018 listing in China, has accumulated a wealth of clinical treatment experience, benefiting tens of thousands of patients, whether doctors or patients have a good foundation, we do not think a new product will have much direct impact on Aibo New.
" in SongFaXian's view, compared with the foreign market nearly 60% of the use rate, China's breast cancer CDK4/6 targeted treatment use rate of only 10%, the heavy use is still chemotherapy.
reason for this is that there was only one new CDK4/6 inhibitor on the market, and with the addition of more and more participants, it will undoubtedly further promote the development of the entire market.
it is learned that Pfizer has been involved in breast cancer treatment more than 30 years ago, products covering chemotherapy, endocrine therapy and targeted treatment of the entire field, but also the industry's only full range of breast cancer treatment enterprises, in the process of accumulation and with the development of domestic breast cancer diagnosis and treatment experience, but also become its continuous search for business innovation, leading the market an important bottom.
optimization strategy selection: 2020-2030 is the key decade to achieve China's cancer prevention and control goals, Health China Action (2019-2030) proposed that by 2022 the overall cancer five-year survival rate of not less than 43.3%.
to improve the five-year survival rate of cancer patients is the key to overcome the goal, among which improving drug access is one of the important grasps.
Said the strategic determination of multinational pharmaceutical companies to enter the Chinese market has not changed, and the pace of introduction of products and increased investment in the Chinese market has not slowed.
, for example, is strengthening this part of the innovation transformation that followed the divestiture of Puqiang.
is important to multinational pharmaceutical companies, but not the only one, so strategic choices may differ from local ones.
The other, more optimized strategic choice is how to maximize your true strengths, rather than doing what you're not good at, which is also in line with national strategies to diversify the entire ecosystem.
, " said Song.
The fact is that for multinational pharmaceutical companies, different product portfolios choose different strategies and access paths over different life cycles, and national health care negotiations remain the most important option for reaching a wide range of grass-roots patients.
Multinational pharmaceutical companies want to promote more value care, payers want to use more good value for money to serve more patients, how the two sides try to reach an agreement under the strategic consensus to achieve a win-win situation, is still an important proposition.
, on the other hand, commercial health insurance has become a "no-go" for multinational drug companies, including Pfizer.
songfaxian believes that the original enterprise has only one path to help patients improve access, and now the policy in the external environment to encourage multi-level health care system, as well as the support of local governments, to give enterprises more access.
and Pfizer will follow this trend by taking different access routes for different products and life cycles.
2020, HuiminBao has become a red-grade health insurance products.
statistics, as of December 2020, the total number of people insured by Huimin Insurance in various places exceeded 25 million, and the collected premiums exceeded 1 billion yuan.
According to Song, Pfizer has participated in 80% of huimin insurance projects in the market by 2020, shenzhen, Zhuhai, Hangzhou, Suzhou, Hunan and other provinces and cities, including Aiboxin, Dozerrun and other Pfizer cancer drugs into the scope of reimbursement.
coverage will continue to increase this year.
in the past month, Aiboxin and other drugs have been in the Yangtze River Delta region in a number of cities, commercial supplementary health insurance, such as "West Lake Yilian Insurance" and so on.
predicted that there would be more cities online this year, so Pfizer would be actively involved, either way.
" all innovative products have a life cycle, may not be able to be timely incorporated into national health insurance, although the current dynamic adjustment, but there are a large number of drugs, especially imported drugs abroad may not be able to quickly match the government's demand for price.
" in SongFaXian's view, this time for patients who have the ability to pay but can not fully pay must have a guaranteed claim, which must be supported by commercial insurance.
" whether it is the national collection or health care negotiations, as well as the multi-level security system policy framework set up, it must be the acceleration of the anti-pusher insurance market.
In addition to accessability innovation and optimization options, accelerated product introduction is also an important part of Pfizer's oncology market in China, the first strategic support is the "80% and 80%" program, that is, in the next two years Pfizer China to join 80% of the world's early or critical clinical trials, to achieve 80% of research and development projects and the global contemporaneous declaration, the purpose is to accelerate product introduction.
Currently, Pfizer's third-generation lung cancer-targeted drug, Lara tinib, has entered the Boao Precursor area of Hainan, and the world's first FDA-approved targeted CD22 antibody-coupled drug, Bebossa (injected with Ogaitozhu monoantigen), will also be introduced in China to treat adult recurrence or refractic B-cell precursor acute lymphoblastic leukemia.
addition to its own product pipelines, external collaboration is also an important part of Pfizer's twin-engine product drivers.
2020, Pfizer has signed cooperation agreements with Consino, Keystone Pharmaceuticals and United Bio to promote cooperation in localized products.
's transformational Pfizer oncology business focuses on delivering more innovative products, affordable payment solutions, and one-stop solutions at your reach, breaking boundaries, exploring sustainable business models, and providing the possibility for patients to benefit more from survival and improve their quality of life.
addition, Pfizer offers a one-stop information solution, "Whincing Care" platform, linking product-related content, innovative payment platforms, and patient support platforms around patient services.
in 2020, when the global new crown epidemic rages, Pfizer put forward the concept of "scientific victory", all-round coordination of research and development resources around the world, the successful development of vaccines, for mankind has brought a ray of light.
Song said that in the most challenging areas of cancer disease, Pfizer also firmly believes in "scientific victory", working together from all walks of life, there is a determination to fight cancer.
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