On average in 2018 over 58% of sales for big pharma have come from products over 10 years old. ‘Mature’, ‘Established’ or ‘Diversified’ brands are products that have lost or are approaching loss of patent exclusivity and represent a significant source of revenue for pharmaceutical companies.
In 2000, few in the pharmaceutical industry had heard of mature brands. Yet now the vast majority of pharma companies have either entire portfolios or significant business units dedicated to their commercialisation. This shift in emphasis has been driven by reduced R&D productivity and the realisation that managed well, mature brands can provide strong profits following patent expiry. In this white paper, we explore the importance of mature brands to pharma companies, how best to approach loss of patent exclusivity and how best-in-class teams are commercialising mature brands effectively and redefining traditional life cycle management.
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