The recent growth in the generics market has been largely fuelled by the patent expiry of several blockbusters, and with around $12bn of innovative drugs coming off patent by 2008 in France, Germany and the UK alone, this trend is expected to continue.
For generics companies, speed to market with the right molecules is a critical success factor and that means being flexible, competitive and fast to capitalise on new opportunities. Originator companies, meanwhile, facing dwindling pipelines are being called on to show increasing creativity in their handling of key product expiries. Several large pharma firms have already begun buying into and owning generics businesses and with traditional generics companies trying their hands at proprietary brands, conventional lines of demarcation are blurring.
Whichever side of the fence they are on, IMS clients need the answers to critical questions to fully understand the drivers of this rapidly expanding market:
- What are the attitudes towards generic prescribing?
- What are the incentives for pharmacists and doctors to substitute or write generically?
- What market share can be expected for a new molecule?
- How aligned is supply to market with patient demand for each generic?
- What is the most effective route to market in new geographies?
- How are prescribers influenced in each country?
- How will market positioning affect the ROI?
