SOURCE: Cutting Edge Information

May 01, 2008 09:01 ET

Two-Thirds of Pharmaceutical Companies Involve Lifecycle Management Teams in Generic Defense Planning

RESEARCH TRIANGLE PARK, NC--(Marketwire - May 1, 2008) - Companies are involving multiple stakeholders in generic defense strategies, according to a new study by Cutting Edge Information (http://www.PharmaGenerics.com). Lifecycle management teams now play a role in generic defense strategies at 67% of companies, the study finds.

By involving many groups beyond the brand team, companies help to ensure that long-term brand strategies help to prepare for patent expirations for their top brands. Multiple functions should be involved during all stages of a product's life, even when brand sales reach their peak. In addition to lifecycle management, companies involve other groups in generic defense as well: market research is involved at 75% of companies, pricing at 71%, and regulatory affairs at 63%.

Lifecycle management is an especially important group to have involved in generics defense strategy. Many of the most effective strategies, such as new formulations or next-generation products, require work years in advance. By the time a brand team's focus shifts from maximizing profits to increasing the brand lifecycle, it's often too late to implement strategies offering new products or formulations. Short-term solutions, such as patent litigation, take little time to implement but offer no long-term revenue protection.

"Brand team leaders shift jobs frequently in the pharmaceutical industry, and many are focused on maximizing sales only for the brand they currently manage," says Eric Bolesh, research team leader at Cutting Edge Information. "If a new product manager gets assigned to a brand two years before patent expiration, by that time it's too late to start looking at line extension strategies like new formulations."

"Combating Generics 2008: Counter-Generics Strategy, Tactics and Execution" examines counter-generics activity at more than 30 different companies. Data details 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.

Download a free summary of this 159-page report at: http://www.cuttingedgeinfo.com/pharmagenerics/PH105_Download.asp#body.

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