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Healthy Skepticism Library item: 16039

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Dubey R, Dubey J.
Pharmaceutical product differentiation: A strategy for strengthening product pipeline and life cycle management
Journal of Medical Marketing 2009 Jun 5; 9:(2):104–118
http://www.palgrave-journals.com/jmm/journal/v9/n2/abs/jmm200910a.html


Abstract:

The paper discusses the emerging role of product differentiation in the pharmaceutical sector, and evaluates its impact on sustainability of the industry. Secondary data were used to study various differentiation strategies and their effect on market life of certain drug products. The study found that product differentiation is being increasingly employed to sustain the profitability of pharmaceutical companies. New dosage forms, fixed drug combinations and new indications are the most exploited differentiation strategies. Although product differentiation has helped large pharmaceutical companies to replenish their drying product pipeline, it has also immensely benefited drug delivery companies that were, till now, fringe players. The research output helps business strategists in pharmaceutical industry to appreciate the importance of product differentiation, and make it one of their core business strategies.

Keywords:
pharmaceutical product differentiation, generic drugs, Hatch-Waxman Act, drug life cycle, product patent, process patent

 

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909