Benchmarking Patent Expiries Key Factors Affecting Brand Erosion at Patent Expiry

With declining returns from drug development pipelines, preservation of branded revenues is key for manufacturers. Inevitably though, once the core product patent of a pharmaceutical drug expires, generic companies will launch their own, cheaper versions of the drug, encouraging product switching and eroding the revenues of branded pharmaceuticals.

Scope of this report

Analysis of brand drug and franchise erosion following generic incursion across the US and five major European markets

Examination of number and frequency of generic competitors entering individual markets

Assessment of brand and generic pricing strategies following generic entry

In depth case study analysis, utilizing IMS data to examine individual formulation specific brand erosion

Research and analysis highlights

Branded pharmaceuticals face varying levels of generic competition and experience different speeds and severity of erosion depending on the country the drug is marketed in. Manufacturers need to be aware of country specific incentives and barriers to generic prescribing in order to formulate their specific brand defense strategies

Branded pharmaceuticals also experience different levels of brand erosion depending upon their formulation. Lifecycle management strategies such as producing a range of different formulations can offer protection to branded revenues once the core product patent expires

Competition within the generics market is becoming increasingly fierce with ever more companies entering the market. Generics manufacturers need to be aware of which branded products and formulations to target in order to receive the greatest return on investment

Key reasons to read this report

Predict the impact of patent expiry on a brand, assisting with brand business planning or generic target identification

Assess country specific trends, and how governmental regulations and healthcare provider actions influence brand and generic pricing and prescribing

Explore how lifecycle management strategies can protect brand franchises, limiting the impact of generic competition

Published: 9 April 2007

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Price: $7,600.00 / GBP4,180.00