Cutting Edge Information

Branded drugs gain new hope in battle against generics

Published in Medicine and Law Weekly, September 16th, 2005

More than $80 billion worth of blockbuster drugs faces patent expiration by 2008. These drugs risk losing 80% or greater market share when generic copies hit the market.

Brand managers can retain market share with advance strategic planning and life cycle management, according to a report, "Combating Generics: Pharmaceutical Brand, published by Cutting Edge Information.

"Combating Generics: Pharmaceutical Brand Defense" examines a variety of commercialization and life cycle management strategies that enable product management teams to retain market share even as generic competitors launch. Each strategy - including authorized generics, Rx-to-OTC...

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Source: Medicine and Law Weekly (2005-09-16)

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