Over the next 5 years, branded pharmaceutical manufacturers face a period of intense generic competition as numerous branded blockbusters face patent expiry. Consequently, having a clear idea about how to maximize portfolio sales and defend against generic competitors is one of the most critical considerations when considering lifecycle management (LCM) strategies.
Features and benefits
- Provides an overview of key challenges facing pharma in terms of R&D and the patent cliff, highlighting why LCM is more crucial than ever for pharma
- Reviews different developmental, commercial and legal lifecycle management strategies available to pharma to protect their franchises against generics
- Analyzes the pros and cons of lifecycle management strategies, supported by case study analysis
- In depth case study analysis of the numerous lifecycle management strategies used to protect Lipitor, Plavix and Seroquel XR
Lifecycle management should not be left until only few years are left to patent expiry. Revenues can be maximized during launch and peak phases by employing the right approaches. If a company starts planning its lifecycle management strategy early, it has more strategies available. However, many companies leave planning until late in the lifecycle.
While each aspect of lifecycle management is best considered independently, the most effective generic defense strategies tend to marry multiple strands together, highlighting the desirability of developing an integrated approach to lifecycle management.
Developmental lifecycle management can boost revenues both in the mid and late stages of a drug’s lifecycle and are a preferred option so long as the likelihood of their success is high, depending on product characteristics and market environment.
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