Lifecycle Management Strategy
Issue:
A major healthcare company with both branded and generic pharmaceutical
divisions needed to address lifecycle management issues for several
of its major aging products. It needed to determine if the corporation
as a whole could maximize revenues from marketing a generic version
and if so, the exact timing of when these products should be introduced.
Action:
An extensive analysis incorporating primary market research and detailed
statistical analysis (regression analysis of product classes) of
historical marketing data was undertaken.
A generic transition policy was proposed, that outlined the exact timing of generic introductions, in order to optimize corporate profitability. Strategy was approved by the executive board and applied to major products losing patent protection or exclusivity.