When a brand loses exclusivity, the challenge is not just to defend but to evolve.
As generics and biosimilars enter the market, many teams focus on what they stand to lose. The most effective LOE plans, however, are built around a different question: what can still be gained?
In The Loss of Exclusivity Planning Course for Pharma, Dr Neal Hansen and James Kettlewell discuss the PSVA Framework, developed from their years of real-world LOE experience. The framework organises late-lifecycle strategy into four interconnected areas: Product, Solution, Value, and Asset optimisation. Together, these four dimensions give teams a practical structure for identifying and acting on the opportunities that remain, even in a highly competitive, post-LOE environment.
Product Optimisation
Reinforce differentiation in brand presentation that delivers meaningful benefits to key stakeholders.
How can we differentiate the brand and address unmet patient needs in a world where our clinical profile is no longer unique?
Solution Optimisation
Deliver complementary programmes alongside the brand that build value with key stakeholders.
How can we add value for key stakeholders through support services and support differentiated brand value?
Value Optimisation
Generate, maintain, and communicate a compelling value proposition for key decision makers.
How can we adapt, reinforce, and articulate the value of the brand with stakeholders in the context of the evolved environment?
Asset Optimisation
Maximise full asset potential through additional commercial forms.
How can we complement the brand, not compete with it, through additional commercial forms or through new consumer channels?
Continue your learning from Neal and James
If you’d like to learn more from Neal and James, CELforPharma also offers a 1-day, hands-on course where you'll learn:
- What Loss of Exclusivity (LOE) means and the factors that determine both its timing and its impact
- How and why markets can behave very differently after generics or biosimilars enter across countries and within a single market
- The processes and frameworks that support effective LOE planning at global, regional, and local levels
- The toolkit of tactical options available for late-lifecycle planning, illustrated with real-world case studies
The Loss of Exclusivity Planning Course for Pharma
From Global Strategy to Local Execution
With Dr Neal Hansen & James Kettlewell
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