Lifecycle Management Strategies Maximizing ROI through Indication Expansion Reformulation and Rx-to-OTC Switching

BY Laura Wood

Research and Markets (http://www.researchandmarkets.com/reports/c35561) has announced the addition of Lifecycle Management Strategies: Maximizing ROI through Indication Expansion, Reformulation and Rx-to-OTC Switching to their offering. Dublin (PRWEB) April 18, 2006 -- Research and Markets (http://www.researchandmarkets.com/reports/c35561) has announced the addition of Lifecycle Management Strategies: Maximizing ROI through Indication Expansion, Reformulation and Rx-to-OTC Switching to their offering. When a branded product loses patent protection, bioequivalent generic versions of the original compound can be launched by competitors, invariably at a lower price; this leads to strong competition for the branded product, which then experiences declining sales and market share. It is not unusual for product sales to fall by 80%25 or more after patent expiration if generic competition is strong. Patent expires are thus viewed with considerable apprehension by pharmaceutical companies, particularly if the affected products are major revenue drivers and/or blockbusters. To maximize product sales and minimize the impact of generic competition, drug developers may utilize a variety of options including indication expansion, reformulation, second generation launch, Rx-to-OTC switch, own generic launch and divestiture. However, each of these strategies has strengths and weaknesses, depending upon the characteristics of the product and its developer. Furthermore, various industry trends such as rising financial pressure on pharmaceutical companies, heightened regulatory scrutiny and increasing cost containment initiatives by health care payers are rendering certain strategies more favourable than others. This report examines the circumstances under which each strategy can provide benefits, when each strategy is limited and cases when the strategy was used successfully and unsuccessfully. Contents are as follows:- Introduction Indication expansion Reformulation Second generation launch Rx-to-OTC switching Launch of a branded generic Divestiture Chapter 1 Introduction Summary The importance of lifecycle management Patent expiration Types of patents The value of patents Expiring patents on blockbusters Impact on drug revenues Cost containment and the rise of generics United States United Kingdom Germany France Italy Spain Patent challenges Case study: Lipitor (UK, US) Brand loyalty Strategic pricing Lifecycle management options Benefits and limitations of lifecycle management strategies Low product sales Patent expiration Niche products Lack of brand equity Ineffectiveness Side effects For more information visit http://www.researchandmarkets.com/reports/c35561 Source: Business Insights Laura Wood Senior Manager Research and Markets Fax: %2B353 1 4100

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