Strategic Options for LOE Based on Brand Affinity PPT
This PPT slide, part of the 25-slide Pharma Strategy: Loss of Exclusivity (LOE) PowerPoint presentation, presents a strategic framework for assessing Loss of Exclusivity (LOE) management in the pharmaceutical sector, focusing on the implications of brand affinity. It is divided into 2 main sections: one for high brand affinity and the other for low brand affinity, each outlining distinct strategic options.
For companies with high brand affinity, the slide emphasizes the importance of preserving and maximizing brand value while considering a switch to over-the-counter (OTC) options. A critical evaluation of whether the product meets FDA approval criteria is highlighted as essential for determining the feasibility of this switch. If the answer is affirmative, both branded and OTC strategies are warranted. Conversely, a negative response suggests a need to reinforce the existing branded strategy. The slide notes that firms unable to secure a period of exclusivity may struggle to drive OTC revenue, as market differentiation and customer loyalty can diminish if alternative treatment options are available.
On the other side, for firms with low brand affinity, the slide suggests launching a generic product or sun-setting the brand as viable strategies. It points out that a generic launch demands significant resources and emphasizes the necessity of speed to market. Securing contracts with distributors and wholesalers is deemed crucial for capturing market share. The slide advises that a generic launch is more feasible if the firm possesses internal capabilities or has established external partnerships to facilitate market access. The decision to pursue an LOE strategy, whether internally or through partnerships, should consider the firm's capabilities and the long-term potential in the generics market.
Overall, the slide serves as a decision-making tool for executives navigating the complexities of LOE strategies based on brand affinity.
This slide is part of the Pharma Strategy: Loss of Exclusivity (LOE) PowerPoint presentation.
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