Yuhan Corporation’s Early Access Program for Lexraza: A Patient-Centric Approach or Marketing Strategy?
In a recent press conference, Cho Wook-je, the CEO of Yuhan Corporation, announced the company’s entry into the Early Access Program (EAP) for Lexraza, a frontline treatment for epidermal growth factor receptor (EGFR) mutation positive non-small cell lung cancer. However, he emphasized that the program was not merely aimed at attracting patients, but rather prioritizing their needs and well-being.
Lexraza, the 31st new drug to be manufactured in Korea, is in direct competition with AstraZeneca’s Tagrisso for first-line treatment benefits. While Tagrisso applied for reimbursement for the first treatment as early as 2020, it has yet to pass the benefits expansion portal after three years. On the other hand, Lexraza received approval for its second treatment within three months of applying in 2019, and recently gained approval for first treatment treatment expansion in June.
Amidst this progress, Yuhan Corporation decided to introduce the EAP, a system that provides patients with free treatment until reimbursement is applied. Industry experts have speculated that this move might be a strategic marketing tactic to gain an edge in the competitive frontline treatment market. Given the hefty price tag of approximately 70 million won per year for Tagrisso, the provision of “free supply” through the EAP can solidify Lexraza’s position as a first-line treatment and secure a significant initial market share.
However, some critics argue that this approach may violate the principles of fair competition by attracting patients with the allure of free treatment. In response to these concerns, CEO Cho Wook-je acknowledged the discussions within the company about potential customer incentivization, but expressed confidence in the decision, stating, “We can move forward with confidence.”
The decision to implement the EAP also aligns with recent patient demands expressed through national petitions, which have highlighted the need for affordable third-generation lung cancer treatments for those with EGFR mutation. This approach is seen as a socially responsible initiative, considering the economic burden faced by these patients.
CEO Cho Wook-je expressed his regret regarding the significant costs of nearly 100 million won per year that patients bear for insurance drug prices, stating, “At the company level, we have been very interested in this part, and we feel sorry for them.”
Rather than solely benefiting Yuhan Corporation, the EAP program aims to provide substantial advantages to patients by offering them access to advanced treatment options. Clinicians can initiate the EAP program through their institution’s Ethical Review Board (IRB), where patients can provide consent and receive essential information about the drug and ongoing clinical trials.
Medical professionals, such as Professor Cho Byung-cheol of Yonsei Cancer Hospital’s Department of Oncology, view the EAP as a blessing for patients in need. Professor Cho emphasized that the program is a must-have system that benefits patients and negated any suggestion that it could be viewed as a tactic to attract patients.
Ultimately, Yuhan Corporation’s decision to introduce the EAP for Lexraza raises questions about its true intentions: is it a genuinely patient-centric approach or a calculated marketing strategy to dominate the frontline treatment market? As the program unfolds and patients benefit from free treatment, the industry and patients alike will closely monitor its impact on accessibility, affordability, and fair competition within the pharmaceutical market.
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choice for patients? Strategies for capturing the frontline treatment market?
CEO Cho Wook-je “There is no point in attracting patients… Go ahead with the EAP with confidence”
Professor of Oncology “Not for companies or hospitals, just for patients”
Cho Wook-je, CEO of Yuhan Corporation ⓒUihyup Shinmun
Is Yuhan’s free supply of Lexraza a choice for patients? Is it a strategy to take over the frontline treatment market?
Regarding the decision of Yuhan’s first-line treatment Early Access Program (EAP) for Lexraza (ingredient: Lazertinib), an epidermal growth factor receptor (EGRF) mutation positive non-small cell lung cancer treatment, it was emphasized that it was not for the purpose of attracting patients , and went out
Cho Wook-jae, CEO of Yuhan Corporation, officially announced the entry into EAP at a press conference to commemorate the first license expansion for Lexraza on the 10th.
Rexraza is the 31st new drug to be manufactured in Korea. AstraZeneca’s Tagrisso (ingredient: osimertinib) competes for first-line treatment benefits.
In the case of Tagrisso, he applied for reimbursement for the first treatment as early as 2020, but has not passed the benefits expansion portal for the third year.
After receiving approval for the 2nd treatment within 3 months of applying in 2019, Lexraza is going through a very fast process until the 1st treatment treatment expansion is approved in June.
In the midst of this, Lekraza declared EAP. EAP is a system that provides patients with free treatment until reimbursement is applied.
The pharmaceutical industry weighed in on the analysis that Yuhan’s move was a marketing strategy to take advantage of the front-line treatment market. Tagrissoga drug costs about 70 million won a year. Among them, ‘free supply’ is an evaluation that will confirm the position of the first line treatment, which is important for the initial market share.
As a result, some have expressed the opinion that it is contrary to the ‘Fair Competition Regulations’ in the act of attracting patients.
Regarding the Fair Competition Regulations, CEO Cho Wook-je said, “I was very concerned. We had discussions about whether we were going to incentivize customers or not. “I have the idea that I can move forward with confidence.”
It was noted that patients have recently expressed their demand for third generation lung cancer treatment for EGFR mutation through national petitions. It was emphasized that it has a strong social contribution character considering the needs and economic burden of these patients.
CEO Cho Wook-je said, “Patients have many people waiting for insurance drug prices because they face significant costs of nearly 100 million won a year. At the company level, we have been very interested in this part, and we feel sorry for him.” It also means,” he explained.
Kim Yeol-hong, CEO of Yuhan Corporation, said, “Even when Lexraza received approval for the second treatment, the EAP program was implemented and provided to patients.”
Clinicians can conduct the EAP program through the institution’s Ethical Review Board (IRB). The patient fills in a consent form stating that he or she wants to administer the drug, and is briefed on the collection of clinical information or information about drug-related clinical trials.
Cho Byeong-cheol, a professor at Yonsei Cancer Hospital (Department of Oncology), said, “As a researcher and a front-line doctor, EAP is a blessing for patients.” It is achieved by,” he said.
Regarding EAP, it was mentioned that frontline doctors and hospitals also have a lot of workload, and it was emphasized again that this is only for the sake of patients.
Professor Cho Byung-cheol said, “There is a request from patients, and we can give them tremendous benefits. This has already been proven through data,” and “I don’t know where such a story comes from (attracting patients ), But it’s ridiculous. Feeling on the front line I think it’s a must-have system,” he said.
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