Generic-drug competition has become increasingly aggressive, especially in an environment where healthcare policies are placing stronger emphasis on pharmacoeconomics and demanding better treatment outcomes at a lower cost. A 2012 analysis by IMS Health estimated that patent expiries will reduce brand spending in developed markets by $127 billion through 2016. With drug-development expenditures escalating at an alarming rate while R&D productivity continues to decline, branded drug-makers are under pressure to maximize the value of their products throughout their lifecycles.
Read more about the strategies industry experts discuss to optimize product lifecycle management. (This interview was published in Pharmaceutical Technology Europe, November 2013, vol 25, no. 11, pp 20-22).