Pharmaceutical Executive Europe - September 2006 - (Page 22)
A New World Order Generics sales forces have a different approach to
selling drugs from those working in branded pharmaceuticals and their
results will have a big impact on how traditional pharmaceutical companies
operate and interact with prescribers. In addition, customers are becoming
more Christopher Hudd raditional thinking has it that branded T demanding,
with considerable pricing pressure in the pharmaceutical sales forces sit
above those of is commercial training and UK, Germany and the Netherlands
to name but a few. generics manufacturers in the pharmaceuticals caste
development consultant and system, but all this needs to change if they
are to co-director of Springboard The will to succeed continue to prosper.
Commercial Solutions, UK. It is the generics manufacturers who are getting
Within this massive market, where barriers to bigger and richer by the
day, while branded competition are falling, the key to success will be
pharmaceutical companies see many of their assets in strong commercial
strategies based on intimate the form of patented drugs coming to the end
of their knowledge of the customer and the key opinion protected lifespan.
leaders KOLs in each market. Manufacturers will need Branded pharmaceutical
companies are defending to develop healthcare solutions which address both
their position through evergreening of their brands the healthcare
priorities and the commercial and line extensions, but the fact is that by
2008 some imperatives: part cure, part business plan. $80 billion of
patents will be gone. Generics, on the But even more than this, those that
succeed will other hand, continue to grow and grow. develop a truly
commercial culture and mindset within The sector is currently worth in the
region of $40 their organization, which is perfectly aligned to their
billion, with much of this expansion expected in commercial strategy. This
culture is developed via the Europe. Datamonitor estimates growth from $7
billion right type of commercial training and development in 2002 to $16
billion in 2008, driven by a mix of cost after all, it is people that will
ultimately sell the product. containment measures in countries such as
France, and If we accept this picture of a new world order where the
opening up of new markets in southern Europe.1 the aristocracy is
beginning to lose its land and privileges to an ascendant merchant class,
then we can Despite this favourable business environment, generics go on
to make some judgements about how the rivals manufacturers are not having
it all their own way. Within will perform in this new world and what their
priorities the sector there is intense competition and this is set to
should be to move forwards. grow with the harmonization of European
regulations, Paying due deference to the current class system, we which
will reduce the barriers to market entry by dynamic start with branded
pharmaceuticals. There is a sense new players outside the region such as
India. 22 SEPTEMBER 2006 GENERICS
Table of Contents for the Digital Edition of Pharmaceutical Executive Europe - September 2006
Contents
European Overview: Competition Time
Growth Strategies: Survival of the Fittest
Pharma Defence Strategies: Fighting Fire with Fire
Biogenerics: The Evolution of Biosimilars
Branding and Marketing: What's in a Name?
Branding and Marketing: A New World Order
Legal: Balancing Acts
Q&A: Champion of Industry
Q&A: Courting Consolidation
Market Outlook: Top Five Trends
Pharmaceutical Executive Europe - September 2006
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