Proactive Response to Loss of Brand Patent Protection

IndustryPharmaceutical Manufacturer
ProblemA brand manufacturer drug is losing patent protection in the next few years and wanted to understand the pricing strategies that generic manufacturers use when a product has 180-day market exclusivity and when multiple competitors enter the marketplace. The client was interested in brand erosion rates so that they could forecast the impact that generic competition would have on product sales.
PHSI SolutionPHSI identified the effect that 180-day exclusivity had on pharmacy cost during the exclusivity period, the effect when multiple generic competitors entered the market, and brand erosion rates. PHSI presented the findings to the manufacturer’s marketing and product teams.
ResultsThe well received information helped the brand teams project the impact that the introduction of a competitive generic product would have on product sales after loss of exclusivity.