Healthy Skepticism Library item: 16361

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

Kvesic DZ
Adalat – A lifecycle managed
Journal of Medical Marketing 2009 May 28; 9:(3):187–200
http://www.palgrave-journals.com/jmm/journal/v9/n3/abs/jmm200918a.html

Abstract:

In a time when there appears to be fewer pipeline pharmaceutical products, greater financial constraints on pharmaceutical companies and an increasingly competitive environment, more focus needs to be placed on planning and implementing effective strategies to extend the lifecycle of existing and newly launched products. For over 30 years, Adalat® has been a successfully marketed antihypertensive agent. The lifecycle of this product has been maximised and extended through a combination of favourable circumstances and by employing the right lifecycle management (LCM) strategies at the right time. Products such as Adalat may not have been at their optimum when launched, thus allowing for improvements. However, the current regulatory environment is much stricter; consequently, it may be more difficult for newly launched products to extend their lifecycle for as long. Nevertheless, products such as Adalat, which has succeeded in a competitive and challenging multisource environment, may offer insights to others within the industry.

Keywords:
lifecycle management, reformulation, maximising brand loyalty, antihypertensive, calcium channel blocker, Adalat