Surviving patent expiration: strategies for marketing pharmaceutical products

Abstract

The pharmaceutical industry is characterized by high R&D costs and increasing competition. New pharmaceutical products are often provided patent protection to help companies recoup their R&D costs. The end of this period of market exclusivity is a challenging period for these companies. Marketers need to develop creative product, promotional, and pricing strategies for those products nearing patent expiration. First, provides an overview to the history of drug patents. Second, discusses with recommendations the strategies commonly adopted by companies with products facing patent expiration.

Citation

Agrawal, M. and Thakkar, N. (1997), "Surviving patent expiration: strategies for marketing pharmaceutical products", Journal of Product & Brand Management, Vol. 6 No. 5, pp. 305-314. https://doi.org/10.1108/10610429710179471