Do you know the 3 major categories of
lifecycle management strategies?

There are over twenty lifecycle management (LCM) strategies available to pharma companies to maximize the revenue potential of their brands, but they can be grouped into 3 major categories:

1. Developmental LCM strategies are aimed at maximizing protected uptake. They should focus on maximizing patient potential (increasing the treatable population) and maximizing patient uptake (increasing share of the treatable population). Developmental LCM options include: new indications, new dosage forms, new formulations, new routes of administration, new devices, fixed dose combinations, and second generation products.
2. Commercial LCM strategies are aimed at maximizing commercial value.
   They can boost patient population and enhance uptake, but are primarily effective at maximizing the commercial value of products. Commercial LCM options include: geographical expansion, OTC switching, authorized/own generics, packaging innovation, pricing strategies, alternative promotional strategies, brand loyalty programs, and managing exit strategies.
3. Regulatory/Legal LCM strategies are aimed at maximizing protected life.
   They require strong coordination early in the lifecycle to optimize protection through core patents, secondary patents, SPCs, and regulatory exclusivity. However, defence strategies (patent defence and white papers) can also be critically effective late in the lifecycle, provided genuine, defensible reasons for challenging potential competitors exist.

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“ Neal was not only able to give us a broad and structured overview of all LCM options, he could also always refer to concrete examples from his experience to illustrate the point. This made for a very lively course I would recommend to attend.”

Philippe Ghem, Head of Global Brands - Life Cycle Management, Grünenthal – Germany