Not only is Pharma facing a continued slow down in sales growth in the seven major markets, but erosion of branded drugs by generics follow patent expiry is increasing, driven by evolving payer initiatives to incentivize generic use.

Scope:

- Understand brand erosion according to formulation, therapy area and brand value in the seven major markets

- Analysis of the top 10 most eroded brands during Q2 2006 and Q2 2008

- Overview of prices of generic drugs in the seven major markets

- Case studies of successful and unsuccessful strategies to protect the branded franchise

Highlights:

Tough competition, a focus on cost-containment and incentives for prescribing generic drugs, make the US, UK and Germany prone to severe brand erosion immediately after patent expiry. The US saw the strongest erosion for both oral and injectable drugs, reflecting the high level of generic substitution in the US compared to other markets.

Across all markets, the higher the annual sales of a branded drug, the more intense its generic erosion at patent expiry. Competition among generic players targeting high value drugs is also fierce, leading to a rapid decline in generic prices as more players enter the market.

Overall, the most heavily eroded drugs by therapy area in the US were respiratory drugs, due to the large market size and low entry barriers for generics companies, while CNS drugs experienced the lowest levels of erosion.

Reasons to Purchase:

- Identify the different factors that drive brand erosion in the seven major markets in the first 2 years of generic entry

- Understand the average level of erosion a brand can expect to face following generic incursion, depending on its formulation, value and ATC group

- Evaluate the success of various reformulation strategies in protecting brand franchise from generic competition



Table of Contents



93 pages

Publication Date : March 2009