Benchmarking Patent Expiries - Key Factors Affecting Brand Erosion at Patent Expiry

With declining returns from drug development pipelines, preservation of branded revenues is key for manufacturers. Inevitably though, once the core product patent of a pharmaceutical drug expires, generic companies will launch their own, cheaper versions of the drug, encouraging product switching and eroding the revenues of branded pharmaceuticals.

Branded pharmaceuticals face varying levels of generic competition and experience different speeds and severity of erosion depending on the country the drug is marketed in. Manufacturers need to be aware of country specific incentives and barriers to generic prescribing in order to formulate their specific brand defense strategies.

Branded pharmaceuticals also experience different levels of brand erosion depending upon their formulation. Lifecycle management strategies such as producing a range of different formulations can offer protection to branded revenues once the core product patent expires.

Competition within the generics market is becoming increasingly fierce with ever more companies entering the market. Generics manufacturers need to be aware of which branded products and formulations to target in order to receive the greatest return on investment.

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