Loss of Exclusivity almost always causes a precipitous decline in sales on average. However, it’s not the end of the line. Focused efforts may preserve meaningful value for the brand. For this reason LOE should be strategically planned for and managed. To ensure all options to extend a product’s patent life (reformulations, new indications, etc.), LOE planning should start 7 years pre-LOE. If less time is left, LOE planning has still considerable upsides.
STRUCTURED, EFFICIENT AND EFFECTIVE
CROSS FUNCTIONAL / CROSS MARKET METHODOLOGY
Loss of exclusivity (LOE) is a natural milestone in a drug’s lifecycle. For society patent expirations are fundamentally a good thing – crucial to maintaining the balance between encouraging innovation and improving opportunities for all.
Multiple criteria exist that can help to determine the optimal path(s) to effectively manage LOE. Key criteria can be brand affinity by the patient or HCP, the level of customer engagement, affinity with the brand and/or the intensity of the market competition expected post LOE.
The innovative LOE digital toolbox allows applying cross functional and per market(segment) answers to the key questions in LOE planning to derive the best appropriate strategic decision-making guidance and increase the effectiveness of LOE planning.