When biosimilars first became available, their all-consuming struggle was establishing legitimacy as replacements for originator (“reference”) biologics. But 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.
With multiple competitors, saying that you are the same is not enough. Those seeking to secure a preferred place on formularies will need to invest in marketing and tell a more compelling story. Crafting that story and calibrating the appropriate level of investment have become urgent priorities for every biosimilar team.