Innovators' Strategy in Pharma Industry

1.  back-up medicines: the same mechanism

2.  second-generation medicine: different chem structure but less flaw

3.  Modification of the formulation: eg. sustained-release or film coating

4.  Novel delivery systems

5.  Specific chiral formulation

6.  Make API on its own

7.  New dosage forms

8.  Line extension

9.  Demonstrate difference between branded and generic

10.      Switch prescription only -> OTC

11.      Lobby for changes in the patent laws

12.      Discover a new use

13.      Rational combination medicine

14.      Develop patented generic medicine

15.      Secure the source of raw material

16.      Increase the tech spec standards: 編入藥典影響ANDA

17.      Lower prices of the innovator product

18.      Exchange exclusivity for profits: allow a generic company to market the patented product

19.      Create / acquire a generic company

20.      Introduce new brand names

21.      Initiate sales direct to the patient: by post

22.      When to use which method

 

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Regulatory strategy and legal defense
Reformulation
Launch of second generation product
Develop (and patent) new indication
Rx to OTC switch
Maximize brand loyalty through sales and marketing
Strategic pricing
Launch own generic
Launch of licensed/ friendly generic
Divest the product