The first Phase 0 trial results, thefirst fruits of Japan’s biosimilar pathway, the first straightforward use of the social
marketing tool Twitter to advance a drug franchise, thefirst moves of the EU to regulate third-party mentions
of pharmaceuticals, thefirst encounter with the H1N1 strain of infl uenza. Thesefirsts of the second quarter of
2009 are among the developments that companies in the biopharma sector should consider in the context of their
business strategies. This report provides biopharma players with event- and trend-related alerts, explanations, and
models to heed.
Questions Answered in This Report
Voices call for a healthcare paradigm shift toward personalized medicine. What does the approval of Vanda’s
Fanapt teach contenders in this space? What hobbles the paradigm shift?
Drug development is stymied by a variety of factors. How is the FDA transforming to facilitate R&D? How
are scrutiny and regulation of the industry changing in major-market regions? What are the opportunities
in niche diseases?
Novo Nordisk took a big step in the social marketing arena with the launch of a Twitter-based campaign. How
is the company using this medium? How does the campaign relate to conventional marketing wisdom?
What are the related regulatory issues?
Pharma industry dealmaking continues at a relatively steady state. What companies are among the big players?
What are the notable deals of the second quarter of 2009? How has the H1N1 fl u pandemic infl uenced
dealmaking?
National governments have enacted measures to drive use of generics and biosimilars. What results have
been recorded in the United States? In Japan? What effect has this focus had on the fortunes of generics
companies?
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