SOURCE: Cutting Edge Information

January 08, 2008 11:01 ET

New Lifecycle Management Guidebook Provides Pharma Product Managers wIth Strategic Answers

RESEARCH TRIANGLE PARK, NC--(Marketwire - January 8, 2008) - Cutting Edge Information has just published its new lifecycle management (LCM) guidebook for pharmaceutical product managers. The guidebook directs brand teams to implement a host of LCM strategies during development, after launch and through patent expiration.

The report, "Pharma Brand Optimization: Lifecycle Management Strategy" explores options for brand teams to extend their drugs' values on the market ( With strategies to expand revenue streams, protect drug patents and reach new target audiences, the report is an ideal tool for all product managers to keep on their bookshelves.

The study finds that the decrease in new blockbuster discoveries, as well as a decrease in FDA approvals for new chemical entities has caused pharmaceutical companies to shift strategy and maximize the value of their current assets. To achieve greater value per drug, pharmaceutical companies are increasingly establishing dedicated lifecycle management teams either at the brand team or therapeutic area level. The study found that 36% of participants even established a centralized LCM team to oversee activities for all products.

"Lifecycle management is no easy task," said Amanda Zuniga, senior research analyst and lead author of the report. "But LCM has evolved into a vital strategic opportunity for drug companies, especially as the industry enters into a new phase where generics will be eroding huge revenue streams in the next two years."

"A Guidebook to Pharma Brand Optimization: Lifecycle Management Strategy" ( examines 19 LCM strategies, including implementation timelines, costs and return-on-investment analysis. Furthermore, each strategy profile includes detailed case studies showcasing real-life uses for each tactic. The study also includes benchmarking data on pharmaceutical companies' lifecycle management structures, funding, processes, and strategies. It guides readers through a drug's lifecycle stages, offering insights and recommendations on the most common lifecycle management strategies for each time period. The guidebook is designed to streamline companies' LCM strategies and processes as products move from development to market and patent expiration.

Download a free summary of "A Guidebook to Pharma Brand Optimization: Lifecycle Management Strategy" or purchase the report at

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