Abstract
The need to derive the maximum commercial mileage from all components of a
drug company' s portfolio is clearly evident in an era of falling returns on
investment and higher capital costs. This report investigates three goals in
optimizing product potential- expanding the drug' s patent protected lifespan,
accessing broader patient populations and launching line-extensions via fixed
dose combinations. The key success factors in each of these pursuits have been
clearly identified, emerging trends have been presented and the underlying
concepts have been explained to provide a clear understanding of current
industry dynamics. Case studies on popular products have been used to
illustrate these concepts in the real world. An in-depth analysis of drug
approval data provides context for the issues discussed. This information is
juxtaposed with historic sales data to explore the correlation between the
strategies employed and revenue potential.
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