Optimizing the brand
As companies launch fewer new chemical entities, the fight to improve and extend the late lifecycle phase gains momentum especially when considering blockbuster products. Developing strategies such as combination products and inclusion in a gold standard treatment regime can be a useful mechanism to curtail brand erosion.
IMS works with clients to determine:
- The market potential of alternative strategies (line extensions, new indications, etc)
- Whether or not the product revenue is worth protecting
- Defence strategies against the generic molecule
- The degree of brand loyalty in the market
With new services such as IMS Radar Dynamics, IMS can evaluate product messaging and image, assess prescriber attitudes and help clients develop the best marketing/pricing scenarios. Recommendations are built on solid evidence and practical solutions.
Generics as a source of funding for innovation
IMS can support arguments that encourage the use of generics and help benchmark the savings for payors. On the R&D side, it can support companies to build the case for greater generics usage to yield savings that can be re-invested in innovative new treatments and vaccines.
Strategy and organisation
In recent years, several traditional R&D-based companies have taken the strategic decision to build their own generics business units. This can create complications and challenge priority and focus. IMS is well placed to support management with evaluations of alternative scenarios and trade-off analyses to make sound, evidence-based decisions on the overall portfolio mix.
