Abstract
Introduction
With an estimated $51 billion of branded drugs coming off patent between 2006
and 2011, both U.S. government insurance plans and private, third-party payers
will promote increased use of generics in the future. In a data-rich report
that employs analyses of 34 branded drugs facing generics competition between
January 2002 and December 2006, we highlight the most effective strategies
employed by pharmaceutical companies in their effort to ward off the threat of
generics competition.
Get the Answers You Need to Shape Your Strategy:
- Several factors determine how quickly a branded product loses market
share. Which of these factors is particularly likely to lead to big paydays
for generics manufacturers? Under what circumstances can the effects of this
critical factor be muted?
- After Zithromax lost patent protection in the United States, Pfi zer
entered the generics market for Zithromax through its own generics subsidiary.
How successfully did Pfi zer' s subsidiary fend off erosion of prescription
share for Zithromax? What lessons can other drug companies take away from Pfi
zer' s strategy?
- Merck employed an unusual pricing strategy in order to retain its market
share for Zocor, after generics entered the market for the branded product.
How successful was Merck in delaying erosion of Zocor' s market share?
- Oral solids typically experience generics erosion at a different rate than
other drug formulations (oral liquids, nasal products, and patches). What
factors account for this difference?
Scope
- Methodology: thirteen fi gures and two tables delineating the data
of generics erosion for 34 drugs between 2002 and 2006.
- Patterns of generics erosion: rates of erosion for oral solids,
oral liquids, and injectables; factors determining rates of erosion; branded
products grouped by their erosion rates.
- Exceptions to traditional generics erosion: drugs that did not
follow traditional patterns of erosion.
- Outlook: Data from the Centers for Medicare & Medicaid Services
(CMS); pending U.S. legislation.
Selection of Brand Products Facing Generic Entry, 2002-2006
- Accupril
- Agrylin
- Axid
- Biaxin
- Celexa
- Cipro
- Difl ucan
- Duragesic
- Effexor
- Flonase
- Floxin/Occufl ox
- Glucophage XR
- Glucotrol XL
- Glucovance
- Lotensin
- Metaglip
- Mobic
- Monopril
- Novantrone
- Paraplatin
- Paxil
- Pravachol
- Proscar
- Retrovir
- Rocephin
- Romazicon
- Tambocor
- Ultram
- Zaditor
- Zestril/Prinivil
- Zithromax
- Zocor
- Zofran
- Zoloft
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