2012 Scrip 100 Preview: Base jumping for pharma – a slower descent from the patent cliff?
This article was originally published in Scrip
Executive Summary
If there is one fact that even the most casual observer of the pharma industry is aware of, it is that there is a patent cliff, and many companies in the process of falling off it! The latest numbers suggest that brands generating more than $150 billion in global sales in 2010 will lose primary patent protection in at least one major market by 2015.
You may also be interested in...
2012 Scrip 100: How to get more 'wag' from the tail – managing mature brands in immature markets
In the good old days of pharma, when pipelines were plentiful, Western markets were a haven for strong prices and double digit growth was a given, little thought or focus was given to those teams working with mature brands or those trying to get difficult 'emerging' markets on the radar.