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Healthy Skepticism Library item: 18810

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Kesselheim AS
Using Market-Exclusivity Incentives to Promote Pharmaceutical Innovation
NEJM 2010 Nov 4;
http://www.nejm.org/doi/full/10.1056/NEJMhle1002961


Abstract:

The number of new drugs emerging in the U.S. pharmaceutical market is at a low point. The Food and Drug Administration (FDA) approved an average of 22.6 new drugs and biologics per year from 2005 through 2009, down from 37.2 a decade earlier (1995 through 1999). Paradoxically, this decrease in production has occurred despite billions of dollars in public and private funding for research and development,1 as well as consistently high revenues reported by the pharmaceutical industry. Meanwhile, demand for innovative therapeutic alternatives has been rising in numerous fields, including antibiotics for multidrug resistant organisms2 and drugs for tropical diseases prevalent in low-income populations.3
As a result, policymakers from academia,4 industry,5 and government6 have called for federal initiatives to stimulate drug development. Most proposals target the intellectual property environment, because market-exclusivity periods, usually supported by patents, foster revenue generation in the pharmaceutical market. For example, longer market exclusivity has been recommended for “first-in-class” products7 and for newly approved drugs.8 In 2008, the FDA Amendments Act authorized the sponsor of a drug for tropical disease to earn a transferable voucher entitling the company to expedited review of a different drug application, an incentive potentially worth $300 million.9,10 The recent health care reform legislation included 12 years of market exclusivity for biologic drugs (even if the drug’s patent expired before that time); anything less, industry advocates threatened, could hinder domestic innovation.11…

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963