Maximizing Product Returns Through Reformulation: Old Molecules, New Opportunities

Introduction

Pharmaceutical profit margins are being squeezed by rising costs, high promotional investment and a pipeline crisis. Alongside restoring productivity companies must implement strategies that fully exploit the commercial potential of existing molecules. Whether seeking to expand a market or protect sales following patent expiry, reformulation is one strategy available for maximizing ROI. Scope Benchmarks the performance of reformulations against competitive differentiation, promotional support, pricing and launch timing in the US market Review of reformulations in cardiovascular, CNS, dermatology, gastrointestinal, infectious disease, oncology, urology and women's health therapy areas

Case studies, analysis and interactive Datapack based on a basket of more than 30 reformulations launched in the US market between Q1 1999 and Q4 2003 Examines the role of reformulations in growing sales, expanding the scope of molecules, countering generics and seizing untapped market opportunities Highlights While only 41% of reformulations are deemed to be therapeutically superior to other formulations within their brand franchises, even when poorly differentiated, manufacturers can still achieve market success through effectively managing relative pricing, promotional support and launch timing.

Companies are effectively employing reformulations to boost franchise growth. 87% of 'switch and grow' franchises exhibited an increase in the rate of sales growth following reformulation launch. Competitive differentiation and promotional activity are key factors influencing the success of 'switch and grow' reformulations. 'Generic defense' reformulations do not receive the same degree of promotional support as 'switch and grow' reformulations and are not sufficiently differentiated from their predecessors to prevent rapid generic erosion. Manufacturers must review their use of reformulations in anti-generic strategies with a focus on promotional support and timing.