RESEARCH TRIANGLE PARK, NC--(Marketwire - August 23, 2007) - According to a study conducted
by leading pharmaceutical business intelligence firm
Cutting Edge Information, new
drug formulations are often a successful means of relaunching and reviving
a brand late in its lifecycle, encouraging revenue, and preserving patent
life (
http://www.PharmaRelaunch.com).
According to Cutting Edge Information's report, "Pharmaceutical Product
Relaunch: Preserving Market Share through Line Extension and New Market
Entry Strategies," new drug formulations brought increased revenues for 75%
of companies, while maintaining revenues for the remaining 25%. No company
reported a drop in revenues upon relaunching a drug in a new formulation.
Cutting Edge Information also found that a new formulation can extend
patent exclusivity by 10 to 15 years. Among
line extension strategies, new formulations demonstrated the best
market share protection for an average 21.2 to 26.7 months.
Pharmaceutical companies launch new formulations to prevent looming
generics
competition. Facing the threat of generics competition, one of the
surveyed brands relaunched a new formulation at the time of patent
expiration for the original drug and successfully doubled the original
drug's peak annual sales with the new formulation. More than half of
pharmaceutical companies that relaunch new formulations begin planning the
relaunch by Phase II of the original drug's development. This allows the
companies ample time to test and market the relaunch.
"Companies that plan new formulations early in development benefit because
they their pivotal trials to collect data for an impending relaunch," says
Elio Evangelista, research team leader at Cutting Edge Information. "A
quicker development process means less money invested in the relaunch and
more time for the relaunched drug to bring in revenue while retaining its
patent."
"Pharmaceutical Product Relaunch: Preserving Market Share through Line
Extension and New Market Entry Strategies" examines new formulations
relaunches, along with six other
lifecycle management strategies, to understand which strategies are
most economically effective. In addition to new formulations and delivery
systems relaunches, the six strategies discussed in the report are:
-- New indications
-- New dosing strengths
-- New dosing regimens
-- Pediatric indications
-- Drug repurposing
-- Combination therapies
To download a free report summary, please visit:
http://www.cuttingedgeinfo.com/pharmarelaunch/PH98_Download.asp#body
Save a CEI catalog to your desktop:
http://www.cuttingedgeinfo.com/reports/Cutting_Edge_Information_Report_Catalog.pdf
Contact Information: Contact:
Oveda Slade
(919) 403-6583