May 2013

   

 

TopBioMarketing    Insight 

Newsletter 

Pharma, Biotech & Medical Device  

Greetings!

 

Welcome to BioMarketing Insight's monthly newsletter.

 

Obamacare is affecting everyone involved, the life science industry, the healthcare industry, and even academics, due to funding cuts. Accountable Care Organizations (ACOs) are part of the new healthcare reform. I'll cover this topic in depth.

 

Read on to learn more about this topic and other current news. On the right are quick links to the topics covered in this month's newsletter. The next newsletter will be published on June 17th.


We encourage you to share this newsletter with your colleagues by using the social media icons at the top left, or by simply forwarding the newsletter via email.

 

Please email me, Regina Au, if you have any questions, comments, or suggestions.

 

 

Sincerely,

Regina Au

Principal, Strategic Marketing Consultant

BioMarketing Insight 

 

 

In This Issue
Save the Date: Shanghai BioForum, May 29 - 31st, 2013
Definition of Accountable Care Organizations (ACOs)
Closing Thoughts
New Technology - "Power-up with Edible Electronics"
Fourteen Medical Device and Fifteen Pharma/Biotech Funding Deals
Fifteen Mergers & Acquisitions
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 Save the Date: Shanghai BioForum, May 29 - 31st, 2013

 

If you are going to The 15th Shanghai International Forum on Biotechnology and Pharmaceutical Industry, and/or the International Partnering Conference for Medical Technology Innovation and Startup 2013 held concurrently at the Shanghai International Convention Center, I will be speaking at the Medical Technology Innovation conference on May 29th.

 

My presentation will be on "Improving Diagnosis and Management of Diseases Through the Use of Wireless Applications with Medical Devices and Diagnostic Tests." For more information on the symposium, click here.

 

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Definition of Accountable Care Organizations (ACOs)

 

Part of the healthcare bill is a small section on forming ACOs to curb the rising cost of healthcare spending. For those who are interested in reviewing the bill, click here.   In legal terms, an ACO can be found on page 277 under H.R. 3590 - 278, Section 3022 entitled "Medicare Shared Saving Program."

 

The Center for Medicare and Medicaid Services defines it more simply as the following: 

 

"Accountable Care Organizations (ACOs) are groups of doctors, hospitals, and other health care providers, who come together voluntarily to give coordinated high quality care to their Medicare patients.

 

The goal of coordinated care is to ensure that patients, especially the chronically ill, get the right care at the right time, while avoiding unnecessary duplication of services and preventing medical errors.

 

When an ACO succeeds in both delivering high-quality care and spending health care dollars more wisely, it will share in the savings it achieves for the Medicare program."

 

There are three types of programs of programs to incentivize the healthcare industry to adapt this concept of providing quality care at a cost savings.

  • Pioneer ACO Model - a program designed for early adopters of coordinated care. No longer accepting applications.

In addition to the 2% Medicare reimbursement cuts for physicians that started in April of this year, the "Global Payment System," was also proposed where physicians receive a flat fee to manage patients with various diseases in order to reduce the cost of healthcare, has probably incentivized a number of people and organizations to look at the ACO concept more closely.

 

Organizations and healthcare professionals are not only looking at Medicare patients but all patients in general. In 2012, physicians from nine specialties (representing approximately 375,000 physicians) identified tests or treatments that are over utilized or inappropriate, as part of the "Choosing Wisely" campaign.   Led by the American Board of Internal Medicine Foundation (ABIM), in partnership with Consumer Reports, the campaign is trying to educate physicians and patients about care that maybe potentially unnecessary. Examples of these unnecessary tests as reported by FiercePracticeManagement:

  • "Screening for osteoporosis with dual energy X-ray absorptiometry in women under 65 and men under 70.
  • CT scans or antibiotics for chronic sinusitis.
  • Chest X-rays prior to outpatient surgery when the patient has an unremarkable history and physical exam.
  • Routine cancer screenings for dialysis patients with short life expectancies or no symptoms of cancer."

Then in February 2013, the ABIM announced another eight medical societies (total of 17 medical societies) have identified 90 more tests and treatments that they claim are overused or inappropriate, bringing the total to 135.

  

More examples include the following as reported by FiercePracticeManagement:

  • "Automatic use of CT scans to evaluate children who visit hospital emergency departments with head injuries: Studies have associated CT scanning with radiation exposure that could significantly increase the risk for cancer. Moreover, researchers recently determined repeat CT scans are unnecessary for patients with mild head trauma if the condition is unchanged or they have improved neurologically."

For the full list of tests, click here.

  

The "Choosing Wisely" campaign was prompted to get the physician, patient and other healthcare providers to start talking about quality care and where there may be medical tests and procedures that may be unnecessary, or may cause more harm than good. The goal is to disprove the "more is better" mentality for quality care.

 

The insurance providers have tried to curb cost by stipulating higher co-pays for tests and procedures that are more expensive and lower co-pays for tests and procedures that are less expensive, or what they term value-based insurance design (VBID). Or they will deny coverage for expensive test/procedures unless the physician can prove the merit or necessity of this test.

 

However, the hypothesis of raising co-pays for tests and procedures that are expensive and lowering co-pays for test and procedures that are less costly, as a means of persuading physicians and patients to lower cost is not that simple and was disproved.

 

In the JAMA article entitled: Choosing Wisely: Low -Value Services, Utilization, and Patient Cost Sharing, the authors found some interesting results: 

 

1) Several studies have found that patients, who had increased co-pays for their medications, had a decrease in usage and a higher incidence of emergency room visits and hospitalization. These finding seem to imply that decreasing co-payments would correlate with better adherence to patients taking their medications.

 

2) This prompted studies of decreasing co-pays for high-value medications (less expensive meds or generics) for high risk populations. The results found that lowering co-pays did not result in promoting better compliance with patients taking their medication. Therefore, increasing or decreasing co-pays did not have a mirror image effect.

 

3) The authors concluded that there were three reasons that could explain the greater effect of increasing co-pays and the lesser effect of lowering co-pays for utilization.

  • Patients tend to be loss-adverse and co-payment increases have a greater affect on behavior then co-payment decreases.
  • Co-payment reductions every 30 or 90 days maybe too infrequent to motivate daily medication adherence for non-compliant patients or those who can't afford their medication.
  • Co-payment increases and decreases target different populations.  Co-payment increases target patients who are compliant with medications and co-payment decreases are meant to attract non-compliant patients. But those who are non-compliant will not notice the co-payment decrease because they are not paying for the medication in the first place.

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Closing Thoughts

 

The philosophy of providing quality care in a "smart way," where one provides healthcare that is specific to each individual yet keeps cost in mind, is reasonable. It's very much like personalized medicine in deciding the right medication for the right person.

 

So why are all these statistics coming into play in telling physicians and patients what test, procedure, or medication they can perform or prescribe? This is the rationale behind VBID. Some may look at it as a form of rationing services and products.

 

Every insurance company has so many different plans, with differences in what is and is not covered. And every insurance company is different. In addition, high value products or services with the insurance companies tend to be based on cost or the cheapest product.

 

A good example is mammograms. Some say that mammograms should only be given every 3 years instead of every year, due to a study that showed that the yearly mammogram is not cost-effective. Most insurance plans cover the cost of a yearly mammogram for patients with a history of breast cancer. The problem is, although we know a lot about breast cancer, we only know a lot about certain subtypes. According to an oncologist I know, at least 20% of the breast cancers occur in patients with no family history or other risk factors. So how do you stratify these patients? You can't, so you have to test the whole population. We have the same controversy with screening for prostate cancer. I believe the guidelines did not change for this test.

 

Providing healthcare based on "pure" cost of the service or medication is not always the best method. Healthcare professionals should be able to give each patient the most appropriate treatment, without the burden of what an insurance plan dictates. It defeats the purpose of quality care.

 

I think it is commendable that physicians are trying to pinpoint inefficiencies in order to lower healthcare cost. What I am afraid will happen is that the insurance company will use this list and increase the co-pay or deductible or deny coverage for all these test/procedure/medication and the patients who need it will have to go through a lengthy process to get the test/procedure/medication. The insurance companies are already not covering a vast number of diagnostic tests and procedures.

 

There is a misalignment between with healthcare providers and insurance providers. The healthcare providers believe that preventive medicine is the best way to cure rising healthcare cost. However, the insurance companies are not covering diagnostic procedures (except for a few that is used on a routine basis).

 

Controlling healthcare cost is not an easy task and as the healthcare industry experiments with different models, we will eventually find the right model for the right population. Using pure cost as the sole metric will not get us what we want. The most effective model will include the perspectives of the patient, the family, and the healthcare professionals along with that of the insurers.

 

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New Technology - "Power-up with Edible Electronics"
Source: RSC, Chemistry World.

 

Christopher Bettinger and his colleagues at Carnegie Mellon University in Pittsburgh, Pennsylvania are working on biodegradable electronics that can be implanted, are functional and break-down in the body. "Two issues that seem to keep coming up along the way are how will these devices be powered and how can we integrate devices with the body in a non-invasive manner?" says Bettinger. "The idea of edible current sources is to serve as power supplies for medical devices that can be taken orally - so they're non-invasive - using materials that are ingested in common diets."

 

"The idea is for the patient to consume a pill that encapsulates the device," explains Bettinger. "The pill will have a form that is similar to a vitamin. The device will then undergo programmed deployment in the gastrointestinal (GI) tract or the small intestine - depending upon the packaging - after which the battery will then activate."

 

To read the full story, click here.  

 

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Fourteen Device and Fifteen Pharma/Biotech Funding Deals

 

To determine whether funding is picking up, I will be focusing on all types of funding that are $1 million or greater in seed investments and series A or B (or the valley of death) that are pre-IPO. Even though VCs are investing, they continue to invest in their existing portfolio companies and less in start-ups. Incubators, state funding, and business competitions are great for initial seed money but not enough to keep the company going long-term.  These are worldwide funding deals. 

 

Partnerships and licensing deals with upfront payments and milestones will not be included.

 

Medical device funding includes IT companies because they are the current focus of investors for faster return on investments.

 

 

Funding deals are in chronological order by date.
 

$0 = No financial terms disclosed. For more information, read more ....

 

 

Funding deals are in chronological order by date.

$0 = No financial terms disclosed. For more information, read more...     

 

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Fifteen Mergers & Acquisitions

 

Mergers & Acquisitions continue to be made for both medical device (8) and pharma/biotech (7).  

 

There were two billion dollar acquisitions this month:  1) Thermo Fisher Scientific who acquired Life Technologies for $11.4 billion and 2) Bayer AG who acquired Conceptus for $1.1 billion.  

 

 

Acquisitions are in chronological order by date with Medical Device/Diagnostics followed by Pharma/Biotech..

 

$0 = No financial terms disclosed. For more information, read more  ....

 

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About BioMarketing Insight

 

We help companies de-risk their product development process by conducting the business due diligence to ensure that it is the right product for the right market and the market opportunity for the product meets the business goals of the company. We can then develop marketing strategies to drive adoption for the product.

 

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