Introduction
With declining returns from drug development pipelines, preservation of
branded revenues is key for manufacturers. Inevitably though, once the core
product patent of a pharmaceutical drug expires, generic companies will launch
their own, cheaper versions of the drug.
Scope
- Analysis of brand drug and franchise erosion following generic incursion
across the US and five major European markets
- Examination of number and frequency of generic competitors entering
individual markets
- Assessment of brand and generic pricing strategies following generic entry
- In depth case study analysis, utilizing IMS data to examine individual
formulation specific brand erosion
Report Highlights
Branded pharmaceuticals face varying levels of generic competition and
experience different speeds and severity of erosion depending on the country
the drug is marketed in. Manufacturers need to be aware of country specific
incentives and barriers to generic prescribing in order to formulate their
specific brand defence strategies
Branded pharmaceuticals experience different levels of brand erosion depending
upon their formulation. Lifecycle management strategies such as producing a
range of different formulations can offer protection to branded revenues once
the core product patent expires
Competition within the generics market is becoming increasingly fierce with
ever more companies entering the market. Generics manufacturers need to be
aware of which branded products and formulations to target in order to receive
the greatest return on investment
Reasons to Purchase
- Predict the impact of patent expiry on a brand, assisting with brand
business planning or generic target identification
- Assess country specific trends, and how governmental regulations and
healthcare provider actions influence brand and generic pricing and prescribing
- Gain insight into how lifecycle management strategies can protect brand
franchises, limiting the impact of generic competition
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