Biosimilars: Finding the Right Path to Differentiation
For those planning to market a biosimilar, their strategies might need some tweaking. Marketing a biosimilar presents a unique and contradictory challenge: Success depends on proving similarity, but you’ve got to differentiate to win. PharmaExec suggests a stepwise approach—first, one must fully establish similarity in the minds of target physicians. This will gain receptivity and make them open to discussions about differentiation.
Marketers typically expose their point of differentiation immediately with other products, but doing this with a biosimilar has to be strategically done after proving similarity first. There are currently over 700 biosimilars in development, so there’s no question the competition will be tough. According to PharmaExec, winning will require significant resource investment as well as constant differentiation in new and innovative ways.
