Pharmaceutical Lifecycle Management Strategy

Expand and Extend Portfolio Value with a Well-Integrated LCM Strategy

Pharmaceutical Lifecycle Management Strategy


Perfect your pharmaceutical lifecycle management (LCM) strategy to maximize sales throughout the product lifecycle and retain market share as patent expiry approaches.

  • Build a robust LCM strategy by combining market enhancement and line extension tactics.
  • Companies need to refocus LCM planning to include maximizing sales and expanding the market while the product is still patent-protected — not just consider counter-generic strategies.
  • Create a dedicated LCM team and cross-functional committee for most effective lifecycle management.
  • Description
  • Additional information


this report focuses on 15 LCM strategies across two main categories: market enhancement and line extension. Charts include peak global sales and number of competitors for companies using each tactic; companies’ primary LCM goals for using the tactic; and the timelines, costs and ROI involved in using the tactic. Finally, this report examines teams’ leading LCM challenges and keys to success.

Pharmaceutical Lifecycle Management Strategy:Expand and Extend Portfolio Value with a Well-Integrated LCM Strategy

  • Publication Date: September 2014
  • Pages: 196
  • Chapters: 4
  • Metrics: 500+
  • Charts/Graphics: 152

Data has also been split by company size and type:

  • Top 10
  • Top 50
  • Small/Affiliate Pharma

Detailed data showing focus and goals across 15 LCM strategies — nine (9) market enhancement tactics and six (6) line expansion tactics. Charts show the following benchmarking data for every strategy

  • Presence of dedicated LCM team, cross-functional LCM committee, or both
  • Stage at which planning began
  • Cost and ROI of strategy
  • Time spent planning up to strategy implementation
  • Percentage of revenue lost in first year after expiry (in the US, EU or both)
  • Strategy effectiveness rating (very ineffective, no effect, very effective) in preserving revenue

Metrics include peak global sales, number of competitors, LCM strategy focus/goals, time spent planning strategy and estimated cost and ROI.

Report Features

As a new patent cliff nears and pipelines empty, drug companies need to develop or strengthen team structure to better manage their existing portfolios. Executives interviewed for this study are all in agreement that pharmaceutical lifecycle management warrants a dedicated team. Companies that are on the right track to managing drug lifecycles have also begun to add cross-functional or ad hoc committees to assist these dedicated teams. In total, 86% of life science companies have both a dedicated LCM team and a cross-functional LCM committee. This report examines the communication strategies that pharmaceutical lifecycle management teams use and shows which functions are involved in committee decisions and at what points during the product’s lifecycle they contribute to the LCM strategy.

Reason To Buy

Within lifecycle management planning, companies deal with patent expiry mainly in two ways: either maximize a product’s market impact before patent expiry (market enhancement) or delay a product’s patent expiry altogether (line extension). The traditional LCM method is to delay a product’s patent expiry by creating more products and indications that carry on the brand name; however, this strategy may not actually delay the initial product’s patent. Market enhancement strategies enable companies to increase their customer base and add value to their existing products by developing relationships with patients and healthcare providers. As a result, market enhancement tactics help companies to earn consumer trust and maximize profits before patent expiry. Learn from this study how superior pharmaceutical lifecycle management teams choose one set of strategies over another. Additionally, use this study’s ROI benchmarks to determine an ideal mix of tactics that create a robust LCM strategy.

Target Audience

– Director of Lifecycle Management/LCM
– Business Unit Director
– Portfolio Manager
– Brand Manager
– Market Access
– Additional functional areas include Market Access, Marketing, New Product Planning , Strategic Planning

Chapter Example

Pharma companies and their drugs face numerous challenges in the brief window between launch and patent expiration. These challenges include earlier generic threats, increasing branded drug competition and payers’ demands to see real and meaningful value. Companies are forced to reevaluate their lifecycle management (LCM) strategies to maximize products still under patent protection. Paired with declining pipelines, LCM becomes even more essential. The patent cliff of 2012 saw major blockbuster drugs lose patent protection, and the upcoming patent cliff of 2015 will prove almost as painful.

With seven blockbuster drugs above the $1 billion mark, hopefully these companies have long been planning their LCM strategies. A natural barrier will protect Sanofi’s Lantus because of the difficulty in duplicating biologics. However, other drugs stand to lose sales almost immediately. An increased focus on LCM will help companies maximize product sales now and better prepare a counter-generic strategy in the future. Proactive planning is a key element to any LCM strategy, as timing during exclusivity windows is crucial. An extra day of patent protection could mean millions of dollars for a blockbuster drug.