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Changing Market Dynamics Fuel the Evolution of Specialty Pharma
Decision Resources, Inc, Sep 2005, Pages: 17
The original modus operandi of specialty pharma companies was to acquire low-sales, underpromoted branded products from big pharma and drastically increase product sales using aggressive, targeted marketing. However, specialty pharma companies are now undergoing a period of change, evolving into companies that are increasingly involved in product development (and even research) as their traditional source of products-big pharma-dries up.
This report outlines the historical development of specialty pharma companies and discusses the current pressures on the industry to evolve. We explore the various specialty pharma business models currently in operation, and examine the factors that have contributed to the success of some of these companies. Finally, we anticipate some of the threats and opportunities the future holds for these companies.
Business Implications
- As a growing number of specialty pharma companies compete for a dwindling number of big pharma’s underpromoted, cast-off products, specialty pharma must make use of product opportunities beyond the traditional growth-by-acquisition model.
- The escalating costs of inlicensing or acquiring existing products means that in-house product development is fast becoming essential for specialty pharma companies needing to fuel their pipelines. Delving into product development increases these companies’ risk because new products require some degree of regulatory approval.
- Increased competition for a dwindling resource means that the management teams of specialty pharma companies must examine all possible sources of new product opportunities. Considering the often injectable nature of biologicals, biotechnology companies will likely prove to be promising sources of new products for specialty pharma companies in the near future.
- Mergers, acquisitions, and other alliances are critical for the growth of specialty pharma companies, enabling them to enter new geographical markets, bring in expertise they lack in-house, and gain access to new products.
- The beginnings of consolidation among Japanese drug manufacturers—and the resulting streamlining of their pipelines—may provide some opportunities for specialty pharma companies in Japan. Japanese pharmaceutical companies are likely to increasingly position themselves as U.S.-style specialty pharma companies, exploiting the domestic knowledge built up by their sales teams. These companies’ knowledge of the Japanese market will likely make them attractive to overseas companies.
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