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"Pharmaceutical Lifecycle Management Strategies" , published in May 2017. It is a professional and in-depth study.

Pharmaceutical industry continues to face a variety of threats and challenges. These are not new challenges, as they are mostly the result of a wide variety of economic, operational and commercial issues that in many cases have been overlooked, accumulating over decades and increasingly gaining momentum.

Companies in the pharmaceutical industry invest significant capital and resources into preserving the patent life and the subsequent profits of products which take several years to produce.

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The potential rapid revenue losses that innovator companies in the pharmaceutical industry can experience due to generic competition calls for the incorporation of sophisticated strategies that allow for maximizing a product’s lifetime value.

Important challenges include pricing pressures, rising development costs, stringent regulatory and reimbursement policies, declining R&D productivity and drug patent cliffs (the immediate decline in sales after the patent expiration). These issues, particularly the productivity gap, leave pharmaceutical companies exposed to generic and biosimilar competition, which can erode a significant percentage of their sales and market share within a short period of time. Companies risk losing up to 90% of the revenue of some of their biggest products to generic and biosimilar competition.

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