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Loss of exclusivity
Strategies for maximizing product value
Loss of exclusivity almost always causes a precipitous decline in sales for small molecule drugs. However, it’s not the end of the line—focused efforts can preserve meaningful value for the brand. Learn more from our article, recently published in Pharmaceutical Executive.
Three value-extending strategies
Between 2014 and 2020, a combined total of $259 billion in worldwide pharmaceutical sales are at risk from patent expiration, with $70 billion at risk in 2016 and 2017 alone. Scary numbers, especially when common wisdom holds that, practically speaking, loss of exclusivity (LOE) could mean the end of a product’s value…and revenue stream.
However, LOE is a natural milestone in a product’s lifecycle which—similar to market launch—should be strategically planned for and managed. Even when a pharmaceutical company exhausts all options to extend a product’s patent life (reformulations, new indications, etc.), revenue opportunities remain.
Three LOE strategies have shown demonstrable success in extending a small molecule drug’s value. These revenue-generating strategies can be executed as standalone options or in combination.
- Preserve brand equity and patient loyalty
- Create an over-the-counter (OTC) formulation
- Launch a generic
To learn more, download our recently published report from the November 2016 issue of Pharmaceutical Executive.
Consulting the brand affinity checklist
One overarching criterion that can help to determine the optimal path(s) to effective LOE management is brand affinity – the level of customer engagement and comfort with the brand. Applying the answers from the brand affinity checklist can help to guide strategic decision-making and increase the effectiveness of LOE planning. Click the tabs below to learn more.