SOURCE: Cutting Edge Information

October 25, 2007 07:28 ET

In Pharmaceuticals, It Takes a Team to Fight Generics

RESEARCH TRIANGLE PARK, NC--(Marketwire - October 25, 2007) - Branded pharmaceutical companies plan for generic competition years in advance. A solid head start isn't enough, though -- to build the best counter-generics plans, companies need contributions from personnel in different departments.

Involving multiple people is key to prolonging brand life, according to a new study by Cutting Edge Information ( While marketing teams almost always contribute to counter-generics planning, stakeholders from other groups ensure that strategies include as many viable options as possible. They also help to establish contingency plans.

The study -- "Combating Generics 2008: Counter Generics Strategy, Tactics and Execution," available at -- found that market research, pricing, and regulatory affairs work on a drug's counter-generics strategy at over 60% of surveyed companies, and that legal and sales departments are involved at more than half of surveyed companies. Additionally, the clinical development organization carries out testing on new drug formulations, next-generation products and other R&D-based counter-generics options.

Together, these groups develop a complete picture of optimal counter-generics strategies -- and they identify the tactics most likely to provide the best results.

"In our research, we heard many times that a diverse team of stakeholders creates more robust counter-generics strategies," says Eric Bolesh, research team leader at Cutting Edge Information. "The silo effect can hamper long-term generics planning, because everyone's focused on their own near-term goals. When multiple functions think about a brand's future, there's a better chance that someone will identify and champion a viable strategy."

Findings from Cutting Edge Information's counter-generics research is available in "Combating Generics 2008: Counter-Generics Strategy, Tactics and Execution" a report that examines counter-generics activity at more than 30 different companies. The report covers investment levels, planning and implementation timelines and the prominence of different tools and tactics in the fight against generics. The report's findings also explore case studies and the experiences of real-world brand teams.

To download a free summary of this 159-page report, visit

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