Research Triangle Park, NC – A new study shows that global pharmaceutical companies invest and average $43 million to implement authorized generics strategies as part of their overall lifecycle management initiatives.

Pharmaceutical companies have increasingly pursued authorized generics strategies to retain revenue flow and protect market share, according to pharmaceutical intelligence firm Cutting Edge Information (www.PharmaLifecycleManagement.com).

Cutting Edge Information studied the cost effectiveness of major pharmaceutical companies’ authorized generics strategies. In most cases, the investment is rather high compared to other lifecycle management strategies. However, authorized generics’ cost effectiveness improved when affiliate-level brand teams implement the strategy, according to the study.

Defending Brand Revenue: Pharmaceutical Lifecycle Management Planning available at www.PharmaLifecycleManagement.com, reveals the cost effectiveness of 24 pharmaceutical and biotechnology companies’ lifecycle management plans. The real-world case studies included are supported by more than 400 quantitative data points, showcasing the top lifecycle management strategies available to pharmaceutical brand managers.

“Authorized generics strategies require careful planning and deliberation to ensure smooth execution,” said Elio Evangelista, senior research analyst at Cutting Edge Information. “The opportunity for companies to continue maintaining revenues even after the entrance of new generic rivals is good for their bottom lines.”

Defending Brand Revenue: Pharmaceutical Lifecycle Management Planning analyzes LCM organizations and strategies from Pfizer, Merck, Novartis, Eli Lilly, AstraZeneca, GlaxoSmithKline and Sanofi-Aventis, among others. The study includes in-depth strategy profiles covering line extensions, patent protection strategies and promotional tactics used by lifecycle management teams to maximize brand profitability.

Both Defending Brand Revenue: Pharmaceutical Lifecycle Management Planning and Cutting Edge Information’s earlier study Combating Generics: Pharmaceutical Brand Defense (www.PharmaGenerics.com) support the fact that generic competition is increasingly threatening the stability of branded pharmaceuticals’ market share. By the end of 2006, according to the latter study, the US branded pharmaceutical market will expose $15 billion worth of market share due to major patent expirations.

 
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