The recent surge in the development of new combination therapies may prove lucrative for the pharmaceutical industry, especially as a strategy to offset declines in the market share of particular products. The finding stems from the report "Defending Brand Revenue: Pharmaceutical Lifecycle Management Planning." The report includes an examination of 24 leading pharmaceutical life-cycle management (LCM) organizations, case studies outlining LCM cases, LCM tactical costs and effectiveness, and strategies for brand managers to use to increase profits.
The data collected showed that global investments for new combination drugs average $65 million. The companies included in the study, however, indicated that these costs can range from $40 million to $120 million. The financial windfall and commercial benefits are not the only advantages with combination therapies. New combination products can provide patients with additional efficacy benefits, and physicians often prefer combination treatments when appropriate because they help alleviate patient compliance issues.
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