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European Biopharmaceutical Review

Elevate Your Biosimilars Through Branding

It’s time for biosimilars to stop defending and start branding. When biosimilars first became available, their all-consuming struggle was establishing legitimacy as replacements for originator (reference) biologics. However, now that biosimilars have achieved broad acceptance and market penetration, the rules of competition are in flux. Branding, in particular, is becoming an essential element in achieving market success.

While it may seem counter-intuitive that commodity products need strong branding to compete, companies who are cracking the code of how to brand their biosimilars are reaping substantial benefits. Yet many biosimilar marketing approaches today still seem stuck fighting yesterday’s conflicts, not only leaving potential value unrealised, but also paradoxically eroding the confidence they seek to imbue. If you’re seen to be vigorously defending something as basic and generally accepted as your product’s integrity, you inevitably stir up doubts about it. Messages about biosimilars today should reinforce their brands, not their pharmacological pedigrees.

There’s overwhelming evidence that the battle for belief in biosimilar efficacy and safety has been won. Market statistics demonstrate the success biosimilars have had in proving to audiences that they can replace blockbuster biologicals. As of July 2020, 66 biosimilars are on the EMA list of approved medications, and 29 biosimilars have been approved by the FDA, most recently Semglee in July 2021 (1).

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Nancy Globus is a Vice President of Regulatory and Medication Safety at Addison Whitney. She earned her PharmD at the University of the Sciences in Philadelphia, US. Throughout her career she has been an expert in clinical pharmacy practice, patient safety, and medication error prevention. She has worked in regulatory and medication safety at Addison Whitney since November 2020.

nancy.globus@syneoshealth.com

Since earning his PhD in biochemistry at University Bonn, Germany, in 1998, Manfred Weiler has worked throughout the life science industry. He has experience in leading international teams across cultural boundaries and has been using his excellent strategic and analytical skills to understand client and market needs leading the Biosimilar Consortium at Syneos Health since 2011.

manfred.weiler@syneoshealth.com

Justin Holloway has more than three decades of experience in brand and creative strategy in both the UK and US. Since 2018, he has worked to bring his marketing experience to the world of medical communication as a member of Syneos Health.

justin.holloway@syneoshealth.com

With 20 years of experience in medical communications, Phil Ford has been an invaluable member of the Syneos Health team since 2015. His communication approach addresses challenges accurately, quickly, and brings a rational, problem-solving approach to his entire team.

phil.ford@syneoshealth.com

Andreas Reinbolz has more than 20 years of professional experience in communications with more than 15 years in digital and healthcare and science communications. He combines therapeutic expertise in areas such as HIV, oncology, rare disease, and epilepsy with a creative, customer-centric approach to communications.

andreas.reibolz@syneoshealth.com

Jamie Cobb has an outstanding record of success leading creative assignments for multiple global brand identities and significant US product launches in oncology, diabetes, neuroscience, and HIV. He has been a Vice President, Creative Director at Addison Whitney since 2019.

jamie.cobb@syneoshealth.com
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Nancy Globus
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Manfred Weiler
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Justin Holloway
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Phil Ford
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Andreas Reinbolz
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Jamie Cobb
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