Up to $100bn of the 2000 pharmaceutical market, including blockbuster drugs with combined sales of $34bn will be exposed to generic competition by 2005. Maximising The Drug Lifecycle, provides a detailed analysis of the strategic implications of leading ethical drugs with combined sales of $100bn losing patent protection to 2005. The report investigates the generic opportunity arising from this, set against recent legislative changes in key markets. This new report will also help you recognize and optimize opportunities for Rx-to-otc switching and provides an understanding of those consumer oriented marketing and planning skills that can be applied to the promotion of ethical drugs.
