man drawing chart on glass


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.

  1. Preserve brand equity and patient loyalty
  2. Create an over-the-counter (OTC) formulation  
  3. Launch a generic 

To learn more, download our recently published report from the November 2016 issue of Pharmaceutical Executive

Back to top

Consulting the brand affinity checklist

Did you find this useful?