Pharmaceutical Lifecycle Management: Making the Most of Each and Every Brand

A comprehensive guide to optimizing the lifecycle managementof pharmaceutical brands

The mounting challenges posed by cost containment policies andthe prevalence of generic alternatives make optimizing thelifecycle management (LCM) of brand drugs essential forpharmaceutical companies looking to maximize the value of theirproducts. Demonstrating how different measures can be combined tocreate winning strategies, Pharmaceutical Lifecycle Management: Making the Most of Each and Every Brand explores thisincreasingly important field to help readers understand what theycan--and must--do to get the most out of theirbrands.

Offering a truly immersive introduction to LCM options forpharmaceuticals, the book incorporates numerous real-life casestudies that demonstrate successful and failed lifecycle managementinitiatives, explaining the key takeaway of each example. Filledwith practical information on the process of actually writing andpresenting an LCM plan, as well as how to link corporate, portfolio, and individual brand strategies, the book also offers alook ahead to predict which LCM strategies will continue to beeffective in the future.

While the development of new drugs designed to address unmetpatient needs remains the single most important goal of anypharmaceutical company, effective LCM is invaluable for getting thegreatest possible value from existing brands. PharmaceuticalLifecycle Management walks you through the process step bystep, making it indispensable reading for pharmaceutical executivesand managers, as well as anyone working in the fields of drugresearch, development, and regulation.