• +353-1-415-1241(GMT OFFICE HOURS)
  • 1-800-526-8630(US/CAN TOLL FREE)
  • 1-917-300-0470(EST OFFICE HOURS)
Effective Drug Life Cycle Management: The Crucial Interaction Between Brand Life Span and Market Life Cycle Product Image

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

FEATURED COMPANIES

  • Aetna Pharmacy Management
  • Bristol-Myers Squibb
  • Express Scripts
  • IMS Health
  • Merck & Co.
  • Ranbaxy Laboratories
  • MORE

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?
- READ MORE >

Executive Summary
-Strategic Considerations
-Stakeholder Implications

Introduction

Market Life Cycle
-Introductory Stage
-Growth Stage
-Mature Stage
-Declining Stage

The Interaction of Market Life Cycle and Brand Life Span
-Introductory Stage
-Growth Stage
-Mature Stage
-Declining Stage

Generics Competition

Follow-On Drugs as a Tool in Life Cycle Management
-Types of Follow-On Drugs
-Keys to a Successful Launch
-Successes and Failures
--Nexium
--Lexapro
--Clarinex
--Glucophage XR

Life Cycle Case Study: The Statin Market
--Mevacor
--Pravachol
--Zocor
--Lescol
--Lipitor
--Baycol
--Crestor

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
- AstraZeneca
- Bayer
- Blue Cross Blue Shield Association
- Bristol-Myers Squibb
- Dr. Reddy’s Laboratories
- Eli Lilly
- Express Scripts
- Forest Laboratories
- GlaxoSmithKline
- IMS Health
- Lundbeck
- Medco Health
- Merck & Co.
- Novartis
- Pfi zer
- Ranbaxy Laboratories
- Sandoz
- Sankyo
- Sanofi -Aventis
- Schering-Plough
- Teva Pharmaceutical Industries
- UnitedHealth Group
- Verispan
- Warner-Lambert

Format Properties
Electronic (PDF) The report will be emailed to you. The report is sent in PDF format. This is a single user license, allowing one specific user access to the product.
Enterprisewide The report will be emailed to you. The report is sent in PDF format. This is an enterprise license, allowing all employees within your organisation access to the product.
Note: Product cover images may vary from those shown
More

RELATED PRODUCTS

Our Clients

Our clients' logos