Strategies for an Innovative Drug Maker to Retain its First-Mover Advantage when faced with Patent Expiry and impending Generic Competition

An innovative pharmaceutical company is known to enjoy a First-Mover Advantage when it launches a patented drug in the market. However, research suggests that the edge diminishes with time. With a major patent cliff round the corner, originators are in dire need of some way to retain their once acquired FMA. To that end, the author has conducted an exhaustive study to chalk out strategies that might aid a branded-drug maker. A case study of the largest selling drug in history: Lipitor, has been integrated throughout. This cholesterol-fighting blockbuster drug which has already gone off-patent in some markets, like Spain, Norway, and Eastern Europe, is due to face Loss-of-Exclusivity in major markets within the year. Fittingly, the report concludes in a humble attempt to chart a course of action for Lipitor’s manufacturer: Pfizer