australian healthcare trends suite 15/20 young st neutral bay nsw 2089
TRANSCRIPT
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Australian healthcare trends
Suite 15/20 Young StNeutral Bay NSW 2089
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Consultations With ...
General Practitioners Specialists Nurses
Pharmacists
KOLs
Health consumers CarersRepresentatives
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Overview
Global Themes Industry Responses
End of Blockbuster drug era Medication Of Risk
Drug Re-positioning
Greater investment in Orphan Drugs
Pressure to cap rising public health spend
P-Health Initiatives
Technology-Based Monitoring
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Overview
Global Themes Industry Responses
Rise of Functional Foods & Bevs
Increased Demand for Rx Choices
Increased Consumer Engagement
Personalised Medicine
Increased Consumer Influence on Rx
Rising promotion & use of natural and alternative
therapies
Increased pharma engagement with consumers
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End of Blockbuster Drug Era
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The Patent Cliff
• 20 years ago, many new and powerful drugs launched
• Many now coming off patent• In US, >$100 billion of branded
drug sales expected to go generic 2010 - 2015
• In Aus, Lipitor predicted savings to Govt of • $529 mill in 2012-13
• $546 mill in 2013-14
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• medication to prevent illness
• people educated to expect health/ well being benefits that REMOVES the NEED FOR PERSONAL RESPONSIBILITY
Eg nicotine patches
• increased role for drugs that modulate emotions and behaviour
• Next Steps• Products for memory enhancement • Multi-function drugs
• e.g. Sanofi’s Acomplia• Medications for social anxiety disorder & generalised
anxiety disorder and for ‘naughty kids’Big Pharma & Natural Therapy co’s seeing unprecedented profits in disease prevention
The Medication Of Risk
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Orphan Drug Pipeline increasingly active
• Probability of market approval ~13%. • 1988, 253 orphan drugs -> 36 approved• 2011, 2507 orphan drugs -> 393 approved
Pharma increasingly working with rare-disease support orgs to advocate for
market access and cement relationships
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Higher likely re-imbursement than many other markets
Govt Preparedness to Pay for Orphan Drugs High In Aust
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Pressure to cap rising public health spend
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Public Sector - Initiated P-Health
• To combat rising health costs, incl rising spend on originator
drugs
• Govt Public Health Aims
• Developing new foods to prevent illness
• Finding new ways to diagnose disease early
• Using genes & proteins to predict & prevent ill
health
• Objectives
• Help Australians live longer
• Reduce rising cost of health care
Public sector becoming an important competitor in disease prevention products
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Encouraging Consumers to Self-Regulate• Nutritional Analysis Kiosks and software
• for specific medical conditions (e.g. diabetes/ special diets)
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Earlier Identification
Intelligent toilets • test urine for glucose, kidney disease
(eventually even cancer)• Test faeces to measure weight and fat
content• let you know if there's anything unusual
going on
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Diagnosis Outside Healthcare Settings
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Treatment & Monitoring Outside Healthcare SettingsRemote Patient Monitoring
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Increased consumer engagement
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Rise in patients blogs / forums
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Bio-oil 600 Youtube videos
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Increased Information Access -> Empowerment• Customer switching costs are low
• Don’t define themselves as patients
‘Person Living with .....’ rather than ‘patient’ given it references the individual’s complete experience
• a ‘chronic condition’ rather than ‘disease’
Consumers becoming more educated and discerning,
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Physical Health Mental/Emotional Health
Environmental Health
• Heart disease• Physical Appearance• Food Scares
• Stress• Depression &
Anxiety
• Animal Welfare• Soil erosion, pollution• Toxins
• Better For You products• Weight loss products• Cosmeceuticals• Nutraceuticals
• Herbal Products • Aromatherapy• Vitamins & Minerals
• Vegetarian Products• Natural• Organics
Concept of Health has come a long way from Norm’s ‘Life Be In it’ message
Health Is No Longer Just Physical
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Realisation that it
• does not have all the answers
• Is one of a range of options
Greater Willingness to Try Alternatives
Failure of western medicine to solve major health issues
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Pharma Brand Positioning Much More Important
• Pharma manufacturers are concerned to raise their parent brand image
• Significant spend
Consumer Empowerment means pharma brands need to have good corporate image to engender long term
support
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Increased Prevention & Treatment Choices
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Rise of Functional Foods & Beverages
XANGO• The whole fruit puree of
the Mangosteen fruit• Powerful natural
antioxidant & anti-inflammatory
XANGO• The whole fruit puree of
the Mangosteen fruit• Powerful natural
antioxidant & anti-inflammatory
Why would anyone use a drug, if you can get the same benefits from a food?
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Functional Foods & Beverages
• Mainstream manufacturers making functional products
• Disease prevention claims (e.g. anti-cancer) currently restricted
“
Functional foods an increasingly popular alternative to preventive medicines
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Natural Therapies
• Australians spend ~$2.3 billion a year (4 x their spend on pharmaceuticals)
• 120% increase in spend since 1993
• Over half of Australians use
• ~40% with chronic diseases use
• 60% of women & 44% of men (and increasing) visit alternative practitioners
Significant and growing use reflecting consumer preferences
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Vit C injections
Ginkgo Biloba
Lycopene
Zinc
Naturopathy
Chiropracty
Oxygen therapy
Colonic irrigation
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Natural Therapies
Beliefs
• Look for safety above proven clinical efficacy
• Wide availability from non-pharmacy outlets and derivation from natural products has promoted perceptions of safety.
The ‘wellness’ market often demonises pharmaceutical products
Patterns of Use
• To complement rather than replace conventional treatment
• pragmatically select treatments to best fit particular medical and health problems
• Upsurge in use as• anti-depressants
• cholesterol reducers
• improving CV health
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Reasons For Growth
• Disillusionment with orthodox medicine/ hospitals given perceptions of reduced quality of care.
• Dissatisfaction with doctor-patient interactions
• Practitioners regarded as more convincing, informative, considerate and available
• many using evidence-based methods
Consumers increasingly dissatisfied with using just prescription pharmaceuticals
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Strong DTC Advertising Presence
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Increased consumer influence on treatment decisions
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Self-Dx & Treatment A Growing Possibility
Will Growing Availability of Cheap OS product erode local sales?
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A challenge for Pharma and HCPs
• pressure to increase counseling & support
• nurses and allied HCPs’ increasingly important in providing credible patient information
Industry Responses…
Patient Support Programs?
Personalised Medicine?
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Personalised, Integrative Medicine• ‘the capacity to predict disease development and
influence decisions about lifestyle choices or to tailor medical practice to an individual’
• Uses knowledge of individual metabolism or genetic make-up
History
• ABX resistance testing (bacterial infection)
• Viral resistance testing (eg HIV)
• Genomic Medicine• Gene Sequencing• Genetic Mutation testing (eg breast cancer, IBD)
• Drugs targeted to narrower indications, hence limited populations
• Well established in Europe & US
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Personalised, Integrative Medicine
Can facilitate disease prediction, prevention and treatment :
• determine if increased risk of disease, followed by promotion of and support for compliance with prevention
• Diagnosing earlier using optimal surveillance, allowing more effective interventions or treatment options;
• enhancing therapeutic efficacy by ensuring the most appropriate drug is used and that dosing takes into consideration any genetic variants, which may influence metabolism of the drug;
• avoiding preventable drug related complications and side effects
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Personalised, Integrative Medicine
• Opened Aug 2012
• Incorporates a wellness centre offering complementary therapies eg acupuncture, massage, mind body therapy.
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Genea Holistic
• to add safe and comprehensive complementary healthcare to our world leading fertility science and care – giving you the best possible chance of conceiving a healthy baby.
• aims to deliver you the maximum benefit from complementary healthcare to give you the best possible chance of a healthy baby.
• individualised programs that address your particular needs and incorporate the most appropriate treatments for you
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Earlier identification and treatment of risk factors for disease
Increase in self-prescription & self-medication
Convergence of pharmaceuticals, complementary medicines, functional foods & beverages
Increasing community adoption of preventive health measures
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At point of purchase:
Self-service computer technology to help diagnose, prescribe and dispense on-line
Self-service terminals in supermarkets• Consumers can plug in age, family medical
history & lifestyle • Provide a printout of recommended vitamins,
herbs, supplements and food choices
One-stop shop model of product purchase
Specialised pharmacies
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Pharma Industry Opportunities
Closer relationships with end-users
Increasing consumer awareness of Big Pharma’s community involvement
Complementary medicine partnerships to boost consumer perceptions of a ‘holistic health’ provider better monitor/control disease management
Sponsoring ‘wellness’ clinics and disease screening services
Micro-chip technology (implants) to record health/disease status and monitor drug intake
Capitalising on the political trend towards disease prevention
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Micro Chipping Consumers
VeriChip™ - There when you need it
• Used to access a subscriber-supplied database providing personal information
• Cannot be lost, stolen, misplaced or counterfeited.
• Can be scanned when necessary
• Provides instant access to a Subscriber Registry - secure, password protected web access.
Future potential to track brand-switching …?