Lifecycle Management Strategies to Maximize Potential of Pharmaceutical Mature Brands

STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

Increasing cost pressures are forcing pharmaceutical companies to explore sources of revenue beyond the development of new drugs. In this time- and cost-constrained environment, companies have had begun to look at lifecycle management strategies with newfound interest. Used correctly, pharma lifecycle management strategies can add as many as 10 years and billions of dollars to the life of an established or mature brand.

To identify which of 20+ strategies will continue to be feasible in the near future and which have the best return on investment, Best Practices, LLC, a world leader in biopharmaceutical benchmarking and best practice research, conducted this research to help pharma and biotech executives and managers generate more value out of their mature brands.

This study is designed to help brand and marketing leaders identify winning lifecycle management (LCM) strategies they can use to extend the commercial life of bio-pharmaceutical products. The study examines ROI and future viability of 20 different LCM strategies. In addition, the research provides insights into which strategies will survive as they are faced with a changing pharmaceutical environment.

Industries Profiled:
Biotech; Pharmaceutical; Health Care; Chemical; Medical Device; Biopharmaceutical; Clinical Research; Laboratories

Companies Profiled:
Amgen; Astellas; Cubist Pharmaceuticals; Eisai; Genentech; Galderma; GlaxoSmithKline ; Grifols; Medline; Merck; Novartis; Novo Nordisk; Roche; Sanofi; Shire; Stiefel

Study Snapshot

The report is based on research and information provided by 25 Pharmaceutical and Biotech executives from 18 different companies.

Key Areas of Investigation Include:

Success rates & ROI of different strategies that leading companies have used to maximize mature-brand value
Relative cost, time, complexity, & regulatory barriers encountered with using each strategy
An overview of the operation, expenses, responsibilities & business impact of dedicated mature brand (MB) groups

Key Findings

Strategies Likely to Be Weakened by Regulation/Reform: Publication strategies and brand loyalty programs were selected as the most likely tactics to lose effectiveness in light of the new healthcare environment. According to study participants, commercial strategies will be most affected by the new regulatory landscape, followed by new formulations strategies.

Top-Line Sales Is Senior Management Expectation: Senior Management’s most frequent expectation for Mature Brand groups (85% of companies) is that they impact top-line sales. Most groups are also expected to provide margin relief, soften patent cliff impact, and extend sales duration. Less than half, however, are expected to reduce corporate reliance on new brands.

Mature Brand Groups Experienced in Emerging Markets: Not surprisingly, companies with mature brand groups were more likely than companies without such a group to have experience with emerging markets.

Table of Contents

Executive Summary, pp. 3-11
Research Overview, pp. 4
Benchmark Participants, pp. 5
Key Findings & Insights, pp. 6-11
Corporate LCM Goals & Policies, pp. 12-15
Use of Key LCM Strategies, pp. 16-19
Comparative Effectiveness of Key LCM Strategies, pp. 20-22
Relative Costs of Key LCM Strategies, pp. 23-25
Relative Time of Key LCM Strategies, pp. 26-28
ROI of Key LCM Strategies, pp. 29-31
Barriers of Key LCM Strategies, pp. 32-35
Key Strategy Profiles, pp. 36-39
Gains from Using LCM Strategies, pp. 40-46
Strategies Weakened By Regulation or Reform, pp. 47-48
Mature Brand Organizations, pp. 49-61
Success Factors & Lessons Learned, pp. 62-66
Case Example: Pfizer’s Lipitor, pp. 67-70
Appendix: Participant Demographic Data, pp. 71-75

Lifecycle Management Excellence: High-Performing Strategies Used to Maximize Potential Of Mature Brands

ID: PSM-283

Features:

Pages: 76

Published: Pre-2019

Delivery Format: Shipped

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