Report Levels the Playing Field

MARCH 01, 2004

"Combating Generics: Pharmaceutical Brand Defense" is the most recent study conducted by Cutting Edge Information. The study focuses on the range of legal- and product-based strategies available to pharmaceutical companies to combat competition from generic-drug manufacturers. A survey by Cutting Edge revealed that approximately 71% of drug companies have used legal battles to defend their patents since 2000.

Manufacturers of branded drugs lose an estimated 15% to 30% of their market share when the first generic version of a drug enters the market. Sales fall lower by as much as 75% to 90% when other companies introduce subsequent generics.

The report, published in January 2004, gives an in-depth look at strategies including developing, franchise and line extensions, Rx-to-OTC switching, and market-crossover tactics. When courts rule a patent unenforceable or when litigation becomes too costly, a majority of companies look to defensive pricing strategies or allot more money to advertising and patient-outreach programs. Many innovative alternatives allow companies to buy time.

Four main core areas are covered in the report: strategic planning; life-cycle management and portfolio planning; key trends and industry development; and generic-company profiles. Additionally, the report highlights 5 critical principles for success for brand companies:

  • Protect existing brands from patent challenges and generic competition
  • Switch patients to next-generation drugs to balance existing brand defense strategies
  • Assimilate public, political, and regulatory changes into generic planning
  • Initiate generic-defense planning earlier and support it with necessary resources
  • Explore licensing, deal-making, and marketcrossover strategies as practical solutions to generic competition


SHARE THIS SHARE THIS
0

Conference Coverage from ASHP Summer 2017 

Four years after they first launched the Summer Meetings in Minneapolis, Minn., the ASHP 2017 Summer Meetings and Exhibition was in Minneapolis once again.  

 

Pharmacy Times Strategic Alliance
 

Pharmacist Education
Clinical features with downloadable PDFs


Next-Generation Pharmacist® Awards


3rd Annual Convenient Healthcare and Pharmacy Collaborative Conference


SIGN UP FOR THE PHARMACY TIMES NEWSLETTER
Personalize the information you receive by selecting targeted content and special offers.