Public Knowledge, Perceptions, and

Intentions for Biologic and Biosimilar Medicines

Info@ISRreports.com

©2013 Industry Standard Research www.ISRreports.com

PREVIEW

www.ISRreports.com ©2013 | Preview of: Public Knowledge, Perceptions, and Intentions for Biologic and Biosimilar Medicines 2

act with confidence

Report Overview

This research was designed to provide pharmaceutical sales, marketing, and brand management with

data to better understand how US patients will make decisions regarding their purchase and use of

biosimilar medications.

Major Sections:1. Executive Summary

2. Medication Decision-makingExplores high-level prescribing activities and reveals patients’ predispositions when making prescription decisions. For example, ISR reveals patients’ likelihood to switch to a generic medication against doctor’s orders, how often they consult a pharmacist regarding drug decisions, and how often they request a generic alternative.

3. Biologic and Biosimilar Prescription Choice ModelsISR analyzes the level of importance patients place on several prescription medication attributes, including: Cost, Doctor recommendation, Manufacturing location, Similarity to the original product, Manufacturer, and Safety record.

To test the impact basic biosimilar education has on patient beliefs and intentions, ISR split the sample into two groups: one that received a brief definition of the difference between biologic and chemical medications and one that did not receive the definition.

4. High-level Medication PerceptionsReveals patients’ perceptions surrounding “simple” and “complex” medications. For example, ISR explores patients’ perceptions of medication safety and effectiveness, attributes they associate with “complex” medications, and the use and manufacturing of “simple” generic medications.

5. Perceptions of Biologic and Biosimilar Medications Quantifies patients’ familiarity with and feelings towards biologic medicines.

6. Pharmaceutical Industry PerceptionsMeasures patients’ trust of drug manufacturers by geographic location and reports pharmaceutical company-level brand familiarity.

345 US Respondents

144 Charts and Graphs

97Pages

• Identify product attributes that have the greatest impact on patients’ medication decisions

• Learn which patient segmentations are likely to need additional generics and biosimilars education

www.ISRreports.com ©2013 | Preview of: Public Knowledge, Perceptions, and Intentions for Biologic and Biosimilar Medicines 3

act with confidence

Valuable for:

Respondent Demographics that mirror U.S. population:

# of drugs taken in past 6 months

Health insurance coverageAge

15%, 18-24

26%, 25-35

27%, 36-45

17%, 46-55

8%, 56-65

8%, Over 65 years

39%,4 or more

61%,1-3

48%

24%

14%

Employer

Medicare

Medicaid

• Marketing• Brand Management• Communications• Public Relations

• Sales• Training• Advertising

What you will learn in this report:• The general public’s knowledge and perceptions of biologic and biosimilar medications

• The effect basic biosimilar education has on perceptions and decision-making

• US population’s current beliefs about generic medicines and how those beliefs differ for “generic” biologics

• Percentage of US population who know whether their own prescription medications are chemical or biologic

How you can use this report:• Establish your biosimilar commercialization strategy by leveraging this insight into

the US population’s knowledge, perceptions, and intentions for use of biologic and biosimilar medicines

• Design biosimilar patient education campaigns rooted in the understanding of patients’ high-level drivers of choice

www.ISRreports.com ©2013 | Preview of: Public Knowledge, Perceptions, and Intentions for Biologic and Biosimilar Medicines 4

act with confidence

Table of Contents

Full table of contents and additional sample pages available in the full preview, free on our website:

http://www.isrreports.com/product/public-knowledge-perceptions-and-in-tentions-for-biologic-and-biosimilar-medicines/

www.ISRreports.com ©2013 | Preview of: Public Knowledge, Perceptions, and Intentions for Biologic and Biosimilar Medicines 5

act with confidence

act with confidence

Introduction

www.ISRreports.com ©2013 | Public Knowledge, Perceptions, and Intentions for Biologic and Biosimilar Medicines 5

Introduction

Facts: • Biologic medications are very expensive

• Blockbuster biologic drugs are coming off-patent over the next few years

• Biosimilars will not be offered in the United States for generic-like $4 per prescription

• The consumer decision-making process regarding biosimilars will be vastly more complicated than it is for chemical generics

Hypothesis:US patients are relatively naive regarding the medications they take and their understanding of biologic drugs is minimal� Knowledge can impact prescription decision-making�

Impact:If the hypothesis holds, this both affords an opportunity and presents a challenge to setting strategies for pharmaceutical sales, marketing, and advertising� The oncoming wave of biosimilar products in the United States will cause a fundamental shift in the way US patients purchase medications� Successful pharmaceutical sales, marketing, and brand management personnel need to understand why consumers make the choices they do when it comes to these “generic” medicines�

Why do some people take generic medications and others do not? Most people in the United States can get their generic medications at a local Wal-Mart for $4 per prescription, so it seems like a fairly easy economic decision� But there is more to this decision than just economics� Maybe the pharmaceutical company that made their original medication has a well-publicized co-pay card or they offer a fairly inexpensive branded generic option or the consumer doesn’t trust the generic manufacturer or their physician or family member has recommended they stay on the original medication�

So while currently it might make economic sense for a consumer to switch to a generic medication, what happens when the economic gap is not as pronounced? ISR has learned through various research projects that the coming biosimilars will not be offered for $4 per prescription� This research was designed to provide pharmaceutical sales, marketing, and brand management with data to help them understand how US patients will make what ISR believes to be a real decision regarding their purchase and use of biosimilar medications�

Sample Page: Report Introduction

www.ISRreports.com ©2013 | Preview of: Public Knowledge, Perceptions, and Intentions for Biologic and Biosimilar Medicines 6

act with confidence

Sample Page

act with confidence

Medication decision-making

www.ISRreports.com ©2013 | Public Knowledge, Perceptions, and Intentions for Biologic and Biosimilar Medicines 38

Respondents earning less than or equal to $45,000 income in 2012 (19%) are more likely than respondents earning more than $45,000 income in 2012 (9%) to be “extremely likely to switch to the less expensive, general alternative�”

Respondents whose main medication is a biologic product (53%) are more likely than respondents who don’t know the composition of their main medication (22%) and respondents whose main medication type is chemical (25%) to be “extremely likely to stay on the more expensive, doctor-recommended drug�”

Total(N=345)

<$45,000(N=152)

F

>$45,000(N=193)

G

Extremely likely to stay on the more expensive, doctor-

recommended drug

29% 26% 32%

Somewhat likely to stay on the more expensive, doctor-

recommended drug

37% 32% 40%

Somewhat likely to switch to the less expensive, generic alternative

21% 23% 19%

Extremely likely to switch to the less expensive, generic alternative

13% 19% G

9%

Total(N=345)

Biologic(N=66)

J

Chemical(N=148)

K

Don’t know(N=131)

L

Extremely likely to stay on the more expensive, doctor-

recommended drug

29% 53% K, L

25% 22%

Somewhat likely to stay on the more expensive, doctor-

recommended drug

37% 36% 36% 37%

Somewhat likely to switch to the less expensive, generic alternative

21% 11% 24% J

22% J

Extremely likely to switch to the less expensive, generic alternative

13% 0% 15% J

18% J

Age

Income level

Main medication type

Willingness to switch to a generic against doctor’s orders: Simple medicationSegment differences

www.ISRreports.com ©2013 | Preview of: Public Knowledge, Perceptions, and Intentions for Biologic and Biosimilar Medicines 7

act with confidence

Sample Page

Full table of contents and additional sample pages available in the full preview, free on our website:

http://www.isrreports.com/product/public-knowledge-perceptions-and-in-tentions-for-biologic-and-biosimilar-medicines/

www.ISRreports.com ©2013 | Preview of: Public Knowledge, Perceptions, and Intentions for Biologic and Biosimilar Medicines 8

act with confidence

Ordering Information

Industry Standard Research (ISR) is the premier, full service market research provider to the pharma and pharma services industries.  With over a decade of experience in the industry, ISR delivers an un-matched level of domain expertise.   For more information about our off-the-shelf intelligence and custom research offerings, please visit our Web site at www.ISRreports.com, email info@ISRreports.com, or follow us on twitter @ISRreports.

About Industry Standard Research

For pricing and purchasing information, pleas visit our website:

http://www.isrreports.com/product/public-knowledge-perceptions-and-in-tentions-for-biologic-and-biosimilar-medicines/