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Generics Defense Strategies: Effective Brand Protection through Patent, Formulation, OTC and DTC Strategies
Business Insights, Jan 2005
This report outlines key generics players and the strategies they are using to capture a larger market share of the drugs market. Today, pressure on the pharmaceutical industry to deliver productivity, strong generics market growth as well as an unfavorable legislative environment have caused pharmaceutical companies to reassess the most effective strategies to deliver the maximum returns from their drugs portfolio. In Generics Defense Strategies, Peter Wittner, a generics market expert and former industry executive, analyzes the most effective legal, reformulation and marketing strategies to counteract the generic threat and details the benefits of an integrated brand defense strategy. Use this report to make certain you have selected the most suitable legal and patent strategies, formulation strategies and DTC/OTC strategies for your company in both European US markets. These strategies combined will help you build market share and enable you to extend your brand’s lifecycle.
Key features of this report
- A proprietary industry survey of 127 leading pharmaceutical executives addressing the main focus of their generics strategy, their views towards the use of generics defense strategies, and the proportion of their top three brands they think will be at risk from the greatest generics competition in the next five years.
- Unique insight from a generics market expert with over 30 years’ experience of market entry and product development.
- Detailed insight into the planning process and the factors that drive generics companies to target specific brands.
- An in-depth review of key legislative changes and their impact on the growth strategies of both generics companies and branded pharmaceutical companies.
- Critical components of developing generics defense and brand lifecycle extension strategies are analyzed, with actionable recommendations branded pharmaceutical companies can use to strengthen their generics defense strategies.
Key questions answered in this report
- Which are the most effective brand defense strategies?
- How can biotech products act as a resistor to generics growth?
- Are pharmaceutical companies sufficiently prepared to defend brand against generic competition?
- How do recent legislative changes affect how pharmaceutical companies can extend their products’ lifecycle?
- How do generics strategies differ in Europe and the US?
- How can strategic alliances with generics companies create ongoing benefits for mainstream pharmaceutical companies?
- How can reformulation strategies be implemented successfully?
Top five reasons to order your copy today
- Assess the individual benefits of a wide range of brand defense and product lifecycle enhancement strategies and understand how they can be applied to your product planning.
- Identify how recent legislative changes will affect the way generics companies target brands and their associated impact on defense strategies.
- Benchmark industry opinion on the most effective defense strategies and discover how prepared pharmaceutical executives are to plan and execute effective brand defense.
- Understand the generics growth model and the threat that generics companies pose to mainstream pharmaceutical companies now and in the future.
- Learn how brand defense strategies have been successfully applied, and where they have failed, to select the most suitable strategies for your company to avoid brand erosion.
Hot issues covered in this report
- Legislation
Legislative changes in both the US and Europe have radically altered the battleground for generic competition including the impact of the new EU ‘Bolar’ clause.
- Generics growth
Generics growth greatly outstrips that of branded pharmaceuticals. This has been partly aided by favorable government measures designed to drive down the cost burdens of medicine.
- Strategic alliances
Increasingly, strategic alliances with generics players offer win-win benefits for pharmaceutical companies looking to both retain control over a brand post-expiry and to in-license drug candidates.
- DTC/OTC
Marketing and selling drugs directly to consumers are a key means of pharmaceutical companies to continue profitable relationships with their consumers. However, legislative differences between countries have so far prevented this channel from being fully effective.
Key findings of the report
- A new breed of generics and R&D hybrid companies are emerging, which continue to threaten blockbuster drugs on one front while developing significant specialist R&D capabilities at the same time.
- 27% of branded pharmaceutical executives believe that over a quarter of the turnover of their top three brands are at risk from generic competition in the next five years.
- Over 22% of executives say that their company does not have a defense strategy in place.
- Despite strong evidence that generics companies emerge more favorably than branded pharmaceutical companies from patent challenges, aggressive legal defense remains the most favored brand defense strategy.
- A high percentage of reformulations fail, due to poor timing, lack of competitive differentiation or insufficient promotional support.
Customers who bought this item also bought
Practical Defense Strategies for Combating Generics Competition
Generics Series: Authorized Generics Analysis
Growth Strategies In Generics: Innovative And Aggressive Strategies And Their Impact On Branded Pharmaceuticals
The European Generics Outlook: A Country-By-Country Analysis Of Developing Market Opportunities And Revenue Defense Strategies
Global Generics Industry Report
Combating Generics: Counter-Generics Strategy, Tactics and Execution
Indian Generics, 2008-2012: The Growing Threat to Westernised Markets
Follow-On Products as a Defense Against Generics
Generics: Global Industry Guide
New Dynamics and Challenges in the Generics Market 2007
Global Generics Guide 3rd Edition: Benchmarking Generics Company Capabilities and Strategy
Generics Series: Generics Trends in the Seven Major Markets and Beyond
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