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How to Plan an Effective Generics Defense Strategy: Planning, Tactics and Implementation
The report analyzes the most effective legal, reformulation and marketing strategies to counteract the generic threat and details the benefits of an integrated brand defense strategy.
Publication Date: 15 November 2008
Pages: 40
ISBN: 123456789
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downloadable pdf(0.68MB)
Price:
£497.00
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Publication Overview
OVERVIEW
After years of relatively easy blockbuster profits, worldwide respect and investment, and loyal customer bases, the Pharmaceutical realm has undergone a seismic shift. Today, the branded Pharmaceutical Companies are in trouble and are increasingly vulnerable to the threats posed by the competition.
And who is the competition? It’s not other branded companies anymore. Generics have emerged as the primary challenger to Pharmaceutical Industry success, offering a public hungry for medication and reduced costs exactly what they want and need. Generics have exploded in the last decades, and are poised for even bigger growth. While the Pharmaceutical Industry gets squeezed by internal and external pressure, customers, physicians, governments and insurers push for more Generics.
The reasons for the Pharmaceutical Industry’s vulnerability are many, but one culprit is the increasing requirements to create medication. Researching and developing a commercial prescription drug today requires an average total investment of $500 Million and 10 - 15 years of lab work, clinical trials and extensive regulatory review. When the drug is finally out in the marketplace, it enjoys only a brief period of monopoly and profit before patent expiration and plummeting market share in the face of a Generic takeover.
The situation is grim. It can seem like Pharmaceutical Companies have no recourse in the face of the lower prices and operating costs of the Generics Industry and fortunes will only continue to fade. However, options do exist for Pharmaceutical Companies to mount an effective defense strategy against the threats posed by Generics. In this report, we examine some of these defensive strategies. We analyze the environment for Pharmaceuticals today, as well as the Generic Industry as a whole. We describe the pros and cons of legal defensive strategies as well as opportunities to expand the revenue-generating product life cycle into reformulations and over-the-counter medications.
We look at pricing strategies as well as company organizational changes as part of an integrated defense strategy and, to help companies make touch decisions about the best defense, we examine powerful analytics techniques and case studies.
ABOUT THE AUTHOR
Dr Andrée Bates is the Managing Director of Eularis, a company that applies sophisticated analytical processes to quantify the sales impact of specific marketing programmes for pharmaceutical brands. These analyses determine the financial return for individual sales and marketing activities, as well as the optimal synergistic combination of activities (and budgets) to have maximum market share growth. Eularis offers brands and their agencies the bottom-line facts: what messages, what activities (and what budgets) - in what combination - will provide what market share for your brand.
Andrée's career has encompassed academic, clinical and pharmaceutical positions internationally. She has gained wide recognition within the healthcare industry internationally for ROI and marketing effectiveness measures in pharmaceutical marketing. She is the author of many publications on this topic in peer-reviewed journals. In addition, Andrée has been invited to lecture on e-detailing ROI in the Pharmaceutical MBA programme at INSEAD Business School and on marketing ROI at the Center for Pharmaceutical Marketing Studies, Erivan K. Haub School of Business, St. Joseph's University, Philadelphia.
TABLE OF CONTENTS
EXECUTIVE SUMMARY
CHAPTER 1: Background of the Generics Threat
CHAPTER 2: Generics: An Industry Snapshot
CHAPTER 3: Legal and Patent Defence Strategies
CHAPTER 4: Reformulation Strategies
CHAPTER 5: Over-the-Counter Strategies
CHAPTER 6: Defensive Pricing Strategies
CHAPTER 7: Organisational and Integrated Defence Strategies
CHAPTER 8: Using Strategic Analysis to Assess Defence Strategies
CONCLUSIONS
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