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Generic Benchmarking: Brand Erosion at Patent Expiry
Introduction
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
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Understand brand erosion
according to formulation, therapy area and brand value in the
seven major markets
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Analysis of the top 10 most
eroded brands during Q2 2006 and Q2 2008
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Overview of prices of generic
drugs in the seven major markets
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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
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Identify the different factors
that drive brand erosion in the seven major markets in the first
2 years of generic entry
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Understand the average level of
erosion a brand can expect to face following generic incursion,
depending on its formulation, value and ATC group
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Evaluate the success of various
reformulation strategies in protecting brand franchise from
generic competition
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