In line with GlaxoSmithKline Pharmaceuticals' globally stated “tier” pricing policy, the drug-maker has rolled out two proprietary products that are 70 per cent cheaper than in the US.
GSK launched Revolade or Eltrombopag — for the oral treatment of reduced platelet counts in adults with the blood-disorder chronic immune thrombocytopenic purpura — and Votrient or Pazopanib Hydrochloride Tablets — targeting advanced renal cell carcinoma, the most common type of kidney cancer.
Revolade is priced at Rs 27,000 a month and Votrient is priced at Rs 58,000 a month. Both patent-protected products will be imported from the UK.
Tier pricing policy is in step with the GSK Chief Executive, Mr Andrew Witty's efforts to improve access to medicine within the commercial framework, said Dr Hasit Joshipura, GSK's Vice-President, South Asia and Managing Director (India).
Most products will go through this framework, he said, adding that the pricing criteria was applicable to other products launched in the recent past, such as breast cancer drug Tykerb (at Rs 50,000 a month) and vaccines Rotarix (against rotavirus diarrhoea) and Cervarix (targeting cervical cancer) – priced between 25 and 40 per cent of the US price. Explaining the rationale behind tier pricing, Dr Joshipura said, “The higher the GDP and per capita income, the higher the price.”
Kidney cancer is the fourteenth most common cancer in the world and the sixteenth most common cause of cancer-related mortality, said Dr Sadhna Joglekar, GSK's Executive Vice-President, Medical Affairs, Regulatory and Clinical Research.
India is estimated to have 8,900 new cases and 5,733 deaths due to kidney cancer in 2008.
There is no data in the country on the specific condition where Revolade is targeted. But in the European Union, Revolade has an orphan drug status — given to medicines used to treat life-threatening or chronically debilitating conditions that affect no more than five in 10,000 people. The once-a-day medication is able to stimulate platelet production and reduce the risk of bleeding in this difficult-to-treat disease, she said.
The oncology drugs market is estimated at Rs 1,200 crore, said Mr C.T. Renganathan, GSK's Vice-President ( Pharmaceuticals). GSK had entered the segment three years ago with Tykerb and about 3,000 patients have taken the drug, he said.
Revolade and Votrient will be promoted by GSK's fledgling oncology team, Dr Joshipira said, adding that they would contribute revenues of about Rs 20 crore in five years.