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首页> 外文期刊>Journal of generic medicines >Battle for the market: Branded drug companies' secret weapons generic drug makers must know
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Battle for the market: Branded drug companies' secret weapons generic drug makers must know

机译：争夺市场：品牌药公司的秘密武器非专利药制造商必须知道

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摘要

Generic drugs now account for more than 40bn in prescription sales worldwide. More than 80bn worth of global blockbuster drugs face US patent expiration by 2008. The battle for market share between the booming generics drug industry and the at-risk branded drug industry is raging. As patent expiry looms, branded drugs can no longer only focus on extending product lives. They need defensive strategies to combat their generics competitors actively and retain market share. To maintain rapid growth, generic drugs makers not only need to understand the nature of these defensive strategies, but they must also be prepared to deal with them as they bring their products to market. The most important and commonly-implemented strategies are discussed in this paper and the authors suggest that branded and generic drugs companies can successfully apply or manoeuvre against these strategies to distinguish themselves within an industry where lines are blurring and competition is increasing.
机译：现在，仿制药在全球处方药销售额中占了超过400亿美元。到2008年，全球价值超过800亿美元的重磅炸弹药品将面临美国专利到期。蓬勃发展的非专利药品行业和处于风险中的品牌药品行业之间的市场份额之战在激烈进行。随着专利到期日的临近，品牌药不再只能专注于延长产品寿命。他们需要采取防御性策略，以积极地与非专利药竞争对手竞争并保持市场份额。为了保持快速增长，仿制药制造商不仅需要了解这些防御策略的性质，而且还必须在将产品推向市场时做好应对的准备。本文讨论了最重要且最常用的策略，作者认为，品牌药和非专利药公司可以成功地应用或操纵这些策略，以在竞争日益激烈的行业中脱颖而出。

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