- Language: English
- 381 Pages
- Published: October 2012
- Region: World
Effective Drug Life Cycle Management: The Crucial Interaction Between Brand Life Span and Market Life Cycle
- Published: September 2008
- Region: World
- 29 Pages
- Decision Resources, Inc
Pharmaceutical companies recognize the importance of life cycle management but often focus on their own brands without taking note of the all-important market life cycle. Companies need to understand how the three stages of the brand life span relate to the four stages of the market life cycle. The challenges increase as markets approach the mature and declining stages and generics competition looms. Follow-on products can offer a defense against generics erosion, but companies must avoid four common mistakes. The statin market, the bestselling drug class in the United States, offers valuable lessons on life cycle management.
Get the Answers You Need to Shape Your Strategy
- The market life cycle has four stages—introduction, growth, maturity, and decline. What are the characteristics of each of these stages? What four factors must manufacturers consider in each of these stages?
- Brand life span can be divided into three stages—launch, maintenance, and retirement. What is the relationship between brand life span and market life cycle? How do appropriate pricing strategies in each brand life stage vary depending on the stage of the general market cycle?
- Generics competition can erode a brand’s market share by more than 90% in less than a year. How aggressive is generics erosion in extreme cases? What impact does generics competition have on the prices of branded and generic drugs?
- Many companies have used follow-on drugs as a defense against generics competition. What are the various types of follow-on drugs? What are the keys to the successful launch of a follow-on product, and what mistakes must manufacturers avoid? Which brands are examples of notable successes and failures?
- Interaction of brand life span and the market life cycle: introduction; growth; maturity; decline; a series of tables provide clear guidance on strategies to adopt in each interactive stage.
- Follow-on drugs as a tool of life cycle management: types of follow-on drugs; keys to a successful launch; successes and failures.
- The statin market as a life cycle case study: Mevacor; Pravachol; Zocor; Lescol; Lipitor; Baycol; Crestor.
- Outlook and implications for the pharmaceutical industry: challenges in the mature and declining stages of the life cycle; increasing generics competition; growing emphasis on comparative effectiveness research. SHOW LESS READ MORE >
Market Life Cycle
The Interaction of Market Life Cycle and Brand Life Span
Follow-On Drugs as a Tool in Life Cycle Management
-Types of Follow-On Drugs
-Keys to a Successful Launch
-Successes and Failures
Life Cycle Case Study: The Statin Market
Outlook and Implications for the Pharmaceutical Industry
List of Tables:
- Key Factors in Life Cycle Management
- Pricing Strategies by Brand Life Stage and Market Life Cycle Stage
- Examples of Follow-On Drugs on the Market
- Attributes of Follow-On Drugs Valued by Major Stakeholder Groups
- Key Questions Regarding Follow-On Drugs
List of Figures:
- Product Life Cycle Curve
- Market Life Cycle Curve
- Impact of Six Months of Generics Erosion on Select Brands’ Market Shares
- Average Price of Brands and Generics as a Percentage of Respective Brands’ Price Prior to Generic Entry
- US Sales of Prilosec and Nexium, 2001-2007
- US Sales of Celexa and Lexapro, 2001-2007
- US Sales of Claritin and Clarinex, 2001-2007
- US Sales of Glucophage IR and Glucophage XR, 2001-2004
- Ex-Manufacturer Prices, 1997-2007, of Branded Statins as a Percentage of Their 1997 Prices
- Ex-Manufacturer Prices, 1997-2007, of Branded Statins as a Percentage of Average Branded Statin Prices in Each Year
- Life Cycle of US Statin Market, 1987-2007
- Express Scripts’ Calculations of Actual and Potential Generics Dispensing Rates and Potential Savings, 2007
- Cumulative Sales of Branded Drugs Facing Generics Competition, 2008-2012
- Aetna Pharmacy Management
- Blue Cross Blue Shield Association
- Bristol-Myers Squibb
- Dr. Reddy’s Laboratories
- Eli Lilly
- Express Scripts
- Forest Laboratories
- IMS Health
- Medco Health
- Merck & Co.
- Pfi zer
- Ranbaxy Laboratories
- Sanofi -Aventis
- Teva Pharmaceutical Industries
- UnitedHealth Group
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