Large Companies Investing More in Brand Defense-
According to the new study, Countering Generic and Biosimilar Threats: Near-Term and Long-Term Strategies, Top 10 pharmaceutical companies attempt an average of 5.4 counter-generics tactics per brand. The next 15 top drug companies average five specific counter-generics approaches per brand, and the remainder of the industry's Top 50 companies attempt 4.2 strategies. Smaller drug companies outside the Top 50 employ fewer strategies per product on average.
The ability to deploy more brand-preservation strategies helps larger companies fend off generic competitors. "Companies need to plan and allow time for a diverse range of counter-generics strategies," said Jason Richardson, president of Cutting Edge Information.
"Brand leaders need to make these considerations while there is still sufficient time before market exclusivity ends to be thoughtful," he said.
Defense Strategies Must Include Short and Long Views-
Efforts to extend patent protection do not always deliver hoped-for results, as extensions rely on trial success and regulatory approval. Shorter-term strategies such as pricing, counter-promotions and patent litigation may require less time and money, but they only delay revenue erosion for a relatively brief period of time.
"The direction of a successful lifecycle management strategy is often driven by its market and competitive landscape," said Ryan McGuire, author of the study.
"Small companies don't often have the blockbusters in their portfolio that generic companies most frequently target. Therefore, only a few tactics may suit a small company's brand team as it approaches patent expiration."