A Guidebook to Pharma Brand Optimization: Lifecycle Management Strategy

Executive Summary

• Profiled Companies
• Study Methodology
• Lifecycle Management: Five Principles for Success

LCM Structure, Processes and Challenges

• Establishing Best Practices in LCM Structure and Funding
• LCM Processes and Challenges

Pre-Launch time Period

• Divestitures
• New Formulations/Delivery Systems
• Strategic Alliances/Licensing
• Publications Strategy
• Contracting with Large Volume Purchasers

Peak Time Period

• Strategic Pricing
• New Dosing Frequency
• New Dosing Strength
• New Indication
• New Indication
• CRM/Disease Management
• Repurposing

Mature time Period

• Pediatric Indications
• New Combinations
• Next Generation Product
• Patent Litigation
• Branded Generics
• Rx-to-OTC
• Removal from Market

Individual Brand LCM Profiles

• Brand 1
• Brand 2
• Brand 3
• Brand 4
• Brand 5
• Brand 6
• Brand 7

Executive Summary

• Figure Ex. 1: Study Context: Therapeutic Areas Explored in Chapter 5
• Figure Ex. 2: Dedicated Lifecycle Management Team

LCM Structure. Processes and Challenges

• Figure 1.1: Companies' LCM Structures

Establishing Best Practices in LCM Structure and Funding

• Figure 1.2: Dedicated Lifecycle Management Team
• Figure 1.3: Dedicated Lifecycle Management Team Reports to Which Department
• Figure 1.4: Departments Responsible for LCM when No Dedicated Team Exists
• Figure 1.5: Company F' s LCM Structure
• Figure 1.6: Responsible for Spearheading LCM
• Figure 1.7: Other Functions Involved in LCM During Various Time Periods
• Figure 1.8: LCM Budgets Tied to Individual Brands
• Figure 1.9: Funding of LCM Budgets
• Figure 1.1O: Lifecycle Management Ratings

LCM Processes and Challenges

• Figure 1.11: Important Factors to Have a Successful LCM Effort
• Figure 1.12: Areas with Greatest Room for Improvement
• Figure 1.13: Importance of Criteria in Assessing LCM Tactics
• Figure 1.14: LCM Success Measurements

Pre-Launch time Period

• Figure 2.1: Pre-Launch LCM Tactical Timeline
• Figure 2.2: Pre-Launch LCM Strategy Investment Levels
• Figure 2.3: Average Time to Implement Pre-Launch LCM Strategies
• Figure 2.4: Pre-Launch LCM Strategy Time to Implement vs. Return on Investment
• Figure 2.5: Pre-Launch LCM Strategy Return on Investment

Divestitures

• Figure 2.6: Divestitures Dashboard
• Figure 2.7: Planning for Divestitures Begins
• Figure 2.8: Implementation for Divestitures Begins
• Figure 2.9: Effectiveness of LCM Tactic: Divestitures

New Formulations/Delivery Systems

• Figure 2.10: New Formulations/ Delivery Systems Dashboard
• Figure 2.11: Planning for New Formulations/ Delivery Systems Begins
• Figure 2.12: Implementation for New Formulations/Delivery Systems Begins
• Figure 2.13: Effectiveness of LCM Tactic, New Formulations/Delivery systems

Strategic Alliances/Licensing

• Figure 2.14: Strategic Alliances/Licensing Dashboard
• Figure 2.15: Planning for Strategic Alliances/Licensing Begins
• Figure 2.16: Implementation for Strategic Alliances/Licensing Begins
• Figure 2.17: Effectiveness of LCM Tactic: Strategic Alliances/Licensing

Publications Strategy

• Figure 2.18: Publications Strategy Dashboard
• Figure 2.19: Planning for Publications Strategy Begins
• Figure 2.20: Implementation for Publications Strategy Begins
• Figure 2.21: Effectiveness of LCM Tactic, Publications Strategy

Contracting with Large Volume Purchasers

• Figure 2.22: Contracting with Large Volume Purchasers Dashboard
• Figure 2.23: Planning for Contracting with Large Volume Purchasers Begins
• Figure 2.24: Implementation for Contracting with Large Volume Purchasers Begins
• Figure 2.25: Effectiveness of LCM Tactic: Contracting with Large Volume Purchasers

Peak Time Period

• Figure 3.1: Peak (Launch until two years prior to US Patent expiration) LCM Tactical Tiemline
• Figure 3.2: Peak LCM Strategy Investment Levels
• Figure 3.3: Average me to Implement Peak LCM Strategies
• Figure 3.4: Peak LCM Strategy Time to Implement vs. Return on Investment
• Figure 3.5: Peak LCM Strategy Recturn on Investment

Strategic Pricing

• Figure 3.6: Strategic Pricing Dashboard
• Figure 3.7: Planning for Strategic Pricing Begins
• Figure 3.8: Implementation for Strategic Pricing Begins
• Figure 3.9: Effectiveness of LCM Tactic, Strategic Pricing

New Dosing Frequency

• Figure 3.1O: New Dosing Frequency Dashboard
• Figure 3.11: Planning for New Dosing Frequency Begins
• Figure 3.12: Implementation for New Dosing Frequency Begins
• Figure 3.13: Effectiveness of LCM Tactic, New Dosing Frequency

New Dosing Strength

• Figure 3.14: New Dosing Strength Dashboard
• Figure 3.15: Planning for New Dosing Strength Begins
• Figure 3.16: Implementation for New Dosing Strength Begins
• Figure 3.17: Effectiveness of LCM Tactic: New Dosing Strength

New Indication

• Figure 3.18: New Indication Dashboard
• Figure 3.19: Planning for New Indications Begins
• Figure 3.20: Implementation for New Indications Begins
• Figure 3.21: Effectiveness of LCM Tactic: New Indications

CRM/Disease Management

• Figure 3.22: CRM/ Disease Management Dashboard
• Figure 3.23: Planning for CRM/ Disease Management Begins
• Figure 3.24: Implementation for CRM/Disease Management Begins
• Figure 3.25: Effectiveness of LCM Tactic : CRM/Disease Management

Market Repositioning

• Figure 3.26: Market Repositioning Dashboard
• Figure 3.27: Planning for Market Repositioning Begins
• Figure 3.28: Implementation for Market Repositioning Begins
• Figure 3.29: Effectiveness of LCM Tactic :Market Repositioning
• Figure 3.30: Repurposing Dashboard
• Figure 3.31: Planning for Repurposing Begins
• Figure 3.32: Implementation for Repurposing Begins
• Figure 3.33: Effectiveness of LCM Tactic:Repurposing

Mature time Period

• Figure 4.1: Mature (Two years prior to US Patent expiration and beyond) LCM Tactical Timeline
• Figure 4.2: Mature LCM Strategy Investment Levels
• Figure 4.3: Average Time to Implement Mature LCM Strategies
• Figure 4.4: Mature LCM Strategy Time to Implement vs.Return on Investment
• Figure 4.5: Mature LCM Strategy Return on Investment

Pediatric Indications

• Figure 4.6: Pediatric Indications Dashboard
• Figure 4.7: Planning for Pediatric Indications Begins
• Figure 4.8: Implementation for Pediatric Indications Begins
• Figure 4.9: Effectiveness of LCM Tactic :Pediatric Indications

New Combinations

• Figure 4.1O: New Combinations Dashboard
• Figure 4.11: Planning for New Combinations Begins
• Figure 4.12: Implementation for New Combinations Begins
• Figure 4.13: Effectiveness of LCM Tactic : New Combinations

Next Generation Product

• Figure 4.14: Next Generation Product Dashboard
• Figure 4.15: Planning for Next Generation Product Begins
• Figure 4.16: Implementation for Next Generation Product Begins
• Figure 4.17: Effectiveness of LCM Tactic:Next Generation Product

Patent Litigation

• Figure 4.18: Patent Litigation Dashboard
• Figure 4.19: Altace Timeline: Litigation, Settlement, Patent Invalidation, Launch
• Figure 4.20: Planning for Patent Litigation Begins
• Figure 4.21: Implementation for Patent Litigation Begins
• Figure 4.22: Effectiveness of LCM Tactic :Patent Litigation

Branded Generics

• Figure 4.23: Branded Generics Dashboard
• Figure 4.24: Planning for Branded Generics Begins
• Figure 4.25: Implementation for Branded Generics Begins
• Figure 4.26: Effectiveness of LCM Tactic :Branded Generics
• Figure 4.27: Zoloft Timeline: Litigation, Settlement, Generic Launch

Rx-to-OTC

• Figure 4.28: Rx-to OTC Dashboard
• Table 4.1: FDA Rx-to-OTC Switch List
• Figure 4.29: Planning for Rx-to-OTC Begins
• Figure 4.30: Implementation for Rx-to-OTC Begins
• Figure 4.31: Effectiveness of LCM Tactic :Rx-to-OTC

Removal from Market

• Figure 4.32: Removal from Market Dashboard
• Figure 4.33: Planning for Removal from Market Begins
• Figure 4.34: Implementation for Removal from Market Begins
• Figure 4.35: Effectiveness of LCM Tactic: Removal from Market

Brand 1

• Brand 1 : Figure 1: Brand1 : Ovewiew
• Brand 1 : Figure 2: Brand1 Competitive Outlook
• Brand 1 : Figure 3: Greatest Threats to Brand1
• Brand 1 : Figure 4: Brand1' s Tactical Approach
• Brand 1 : Figure 5: Brand1' s LCM Tactic Timelines
• Brand 1 : Figure 6: Brand 1: Annual LCM Strategy Investments
• Brand 1 : Figure 7: Brand 1: LCM Strategy Annual Investments by Time Period
• Brand 1 : Figure 8: Brand1' s LCM Headcount Support
• Brand 1 : Figure 9: Percentage of Brand1' s Marketing Budget Allocated to LCM
• Brand 1 : Figure 1O: Brand 1: LCM Strategy Investments, Returns and Returns on Investment Percentages
• Brand 1 : Figure 11: Brand11: LCM Strategies' Average Returns Per Dollar Invested

Brand 2

• Brand 2: Figure 1: Brand 2 Overview
• Brand 2: Figure 2: Brand 2 Competitive Outlook
• Brand 2: Figure 3: Greatest Threats to Brand2
• Brand 2: Figure 4: Brand 2' s Tactical Approach
• Brand 2: Figure 5: Brand 2' s LCM Tactic Timelines
• Brand 2: Figure 6: Brand 2: Annual LCM Strategy Investments
• Brand 2: Figure 7: Brand 2: LCM Strategy Annual Investments by Time Period
• Brand 2: Figure 8: Brand 2' s LCM Headcount Support
• Brand 2: Figure 9: Percentage of Brand 2' s Marketing Budget Allocated to LCM
• Brand 2: Figure 1O: Brand 2: LCM Strategy Investments, Returns and Returns on Investment Percentages
• Brand 2: Figure 11: Brand 2: LCM Strategies' Average Returns Per Dollar Invested

Brand 3

• Brand 3: Figure 1: Brand3 Overview
• Brand 3: Figure 2: Brand3 Competitive Outlook
• Brand 3: Figure 3: Brand3 Greatest Threats to Brand3
• Brand 3: Figure 4: Brand3' s Tactical Approach
• Brand 3: Figure 5: Brand3' s LCM Tactic Timelines
• Brand 3: Figure 6: Brand3: Annual LCM Strategy Investments
• Brand 3: Figure 7: Brand3: LCM Strategy Annual Investments by Time Period
• Brand 3: Figure 8: Brand3' s LCM Headcount Support
• Brand 3: Figure 9: LCM Strategy Investments, Returns and Return on Investment Percentages
• Brand 3: Figure 1O: Brand 3: LCM Strategies' Average Retuns Per Dollar Invested

Brand 4

• Brand4: Figure 1 : Brand 4 Overview
• Brand4: Figure 2 : Brand4 Competitive Outlook
• Brand4: Figure 3 : Brand Greatest Threats to Brand 4
• Brand4: Figure 3:Greatest Threats to Brand4
• Brand4: Figure 4: Brand 4' s Tactical Approach
• Brand4: Figure 5: Brand 4' s LCM Tactic Timelines
• Brand4: Figure 6: Brand 4: Annual LCM Strategy Investments
• Brand4: Figure 7: Brand 4: LCM Strategy Annual Investments by Time Period
• Brand4: Figure 8: Brand 4' s LCM Headcount Support
• Brand4: Figure 9: Percentage of Brand 4' s Marketing Budget Allocated to LCM
• Brand4: Figure 1O: Brand 4: LCM Strategy Investments, Returns and Returns on Investment Percentages
• Brand4: Figure 11: Brand 4: LCM Strategies' Average Returns Per Dollar Invested

Brand 5

• Brand 5: Figure 1:Brand5 Overview
• Brand 5: Figure 2:Brand5 Competitive Outlook
• Brand 5: Figure 3: Greatest Threats to Brand 5
• Brand 5: Figure 4: Brand 5' s Tactical Approach
• Brand 5: Figure 5: Brand5' s LCM Tactic Timelines
• Brand 5: Figure 6: Brand 5: Annual LCM Strategy Investments
• Brand 5: Figure 7: Brand 5: LCM Strategy Annual Investments by Time Period
• Brand 5: Figure 8: Brand 5' s LCM Headcount Support
• Brand 5: Figure 9: Percentage of Brand 5' s Marketing Budget Allocated to LCM
• Brand 5: Figure 1O: Brand 5: LCM Strategy Investments, Returns and Returns on Investment Percentages
• Brand 5: Figure 11:Brand 5: LCM Strategies' Average Returns Per Dollar Invested

Brand 6

• Brand 6 : Figure 1:Brand6 Overview
• Brand 6 : Figure 2:Brand6 Competitive Outlook
• Brand 6 : Figure 3: Greatest Threats to Brand 6
• Brand 6 : Figure 4: Brand 6' s Tactical Approach
• Brand 6 : Figure 5: Brand6' s LCM Tactic Timelines
• Brand 6 : Figure 6: Brand 6: Annual LCM Strategy Investments
• Brand 6 : Figure 7: Brand6 : LCM Strategy Annual Investments by Time Period
• Brand 6 : Figure 8: Brand6' s LCM Headcount Support
• Brand 6 : Figure 9: Percentage of Brand6 Fs Marketing Budget Allocated to LCM
• Brand 6 : Figure 1O:Brand6 : LCM Strategy Investments,Returns and Returns on Investment Percentages
• Brand 6 : Figure 11:Brand6 : LCM Strategies' Average Returns Per Dollar Invested

Brand 7

• Brand 7: Figure 1: Brand 7 Overview
• Brand 7: Figure 2: Brand7 Competitive Outlook
• Brand 7: Figure 3: Greatest Threats to Brand 7
• Brand 7: Figure 4: Brand 7' s Tactical Approach
• Brand 7: Figure 5: Brand7' s LCM Tactic Timelines
• Brand 7: Figure 6: Brand 7: Annual LCM Strategy Investments
• Brand 7: Figure 7: Brand7 : LCM Strategy Annual Investments by Time Period
• Brand 7: Figure 8: Brand 7' s LCM Headcount Support
• Brand 7: Figure 9: Percentage of Brand7' s Marketing Budget Allocated to LCM
• Brand 7: Figure 1O: Brand7 : LCM Strategy Investments,Returns and Returns on Investment Percentages
• Brand 7: Figure 11: Brand7 :LCM Strategies' Average Returns Per Dollar Invested