제너릭출시에따른 PLC 연장 전략

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Strategy for breaking Generic Competition: Case Study

Generally many pharma players try to extend PLC because it costs tremendous R&D cost for developing a new drug. There are several sorts of ways to extend PLC:  DDS technology, Line extension, Patent protection, co-promotion, pricing & Ad etc

 

Case 1) Tylenol

In paracetamol market, Tylenol still holds number one position and its market share is 17% in pain killer market and 33.5% in Acetnaminophen market.

The critical success factor for Tylenol is differentiation of advertisement and product according to Janssen Korea. Currently Janssen Korea implanted line-extension for various indications. In the market, several kinds of Tylenols are available such as Tylenol ER, Women’s Tylenol, Tylenol Kids & Tylenol Cold-S. There are 106 acetaminophen products are approved from KFDA, but only 17 products are generating more than USD 100 thousand annual sales. 2007 annual total sales of Tylenol was USD 10 billion.

Case 2) Amaryl

In diabetes market, Amaryl was number 1 drug until launch of generics in 2004, in year 2004 annual sales of Amaryl was KRW 57.3 billion, but it has been shrunken year by year and now its sales is KRW 48.9 billion. Although the sales have been declined in the past 4 years, recently it was increased compared to that of 2006; from KRW 43.8 in 2006 billion to KRW 48.9 in 2007.  Following chart is showing market share between branded product & generics

That is because Handock launched new fixed combination drug which is Amaryl M. Amaryl M is combination drug of glimepiride and metformin. In practices, many physicians are combining Sulphonylurea and metformin in order to treat diabetes.

Case 3) Norvasc

As the expiry of Amlodipine patent, many domestic companies have launched lots of generics, actually it was reformulated super generic.

But unlike forecast of experts, the sales of Norvasc have been decreased gradually although many local pharma players strongly promoted Amlodipine copies. That’s because of patent issue. Even though patent of Amlodipine was expired, that of besylate salt was still effective. Thus generic manufacturers had no choice but to develop Amlodipine product combined with other salts such as camsylate or maleate. Due to market focusing regulation jobs, Pfizer might extent PLC more than 2 years.

At the same time, Pfizer developed fixed combination agent that is Carduet combining Amlodipine & Atrovastatin in order to maintain market share. And at the same time currently Pfizer is doing co-promotion with Novartis for Exfozy.

Another case: In year 2000, patent of Cardura was expired. At that time, Cardura was used for hypertension & BPH. In order to extent product life cycle, Pfizer newly launched Cadura-XL which is extended release drug using GITS(gastro-intestinal therapeutic system) and fully focused on BPH treatment in urology segment. Still Cardura-XL is maintaining its sales as a major medicine for BPH drug, even though there are lots of generics and it lost another market, hypertension market.

Case 4) Zocor

In order to prevent penetration of generic products, MSD decided to lower the price of Zocor 40mg willingly to the same price with 20mg. According to government regulation, first generic product gets 80% of original product and then price of following brands are getting lower. Thus that was a big hurdle for generic manufacturers who planed to launch generics in Zocor market.

Source: IMS data, Medimedia, Dreamdrug web-site

 

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