Comments on: Lipitor, Pfizer and Pharma’s Branding Problem

By: Tim Calkins

Tim Calkins — Sun, 27 May 2012 02:58:30 +0000

I totally agree that at the moment it doesn’t make sense to support the brand after the patent expires. But long term I think the industry has to address this issue. As the need for numerous, often long-term clinical trials goes up, there is less and less time to justify the high cost of commercialization before the patent ends.

The economics change dramatically when brands are a factor.

I’m not at all certain pharma companies can thive long term if they rely on patents alone to differentiatve and justify margins.

By: C. Stamoran

C. Stamoran — Sat, 26 May 2012 02:14:55 +0000

Continuing to support the brand isn’t really a credible option though, given the reimbursement situation in most global markets drives very rapid conversions to generics. it’s a bit difficult to compare branded Rx products in regulated markets, which have protectable share and nearly unlimited price elasticity till Gx entry, with soda. Instead of marketing to extend brand life post Gx, the same funds could likely be better invested in tweaking these products to improve clinical outcomes – to earn continued share instead of buying it.