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