Getting Stakeholders Involved
To ensure that counter-generics strategies develop early in a product's life, forward-looking companies involve many stakeholders
in long-term brand planning. More groups involved in a brand's fortunes means that more parties are interested in the brand's
total lifecycle.
Figure 4
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Figure 4 shows groups commonly included in counter-generics planning. Structurally, the function or committee responsible
for franchise management holds ultimate responsibility for such strategy development. In an ideal setup, that group oversees
multiple functions that approach the brand in unique ways: the brand-marketing team; clinical development; and strategic support
groups, such as market research, competitive intelligence, medical affairs, and pharmacoeconomics. In some cases, a dedicated
lifecycle-management or generics-response team exists to provide specialized input and guidance.
A diverse group of stakeholders helps to ensure that counter-generics planning occurs at an early point in brand life. Clinical
development groups will consider next-generation options, for example, while market research models the impact of patent expirations
for the brand and its competitors. Even if the brand team is heavily focused on promotion and near-term results, as it must
be, other groups will help drive counter-generics thinking.
Eric Bolesh is research team leader at Cutting Edge Information, and primary author of Combating Generics: Counter-Generics Strategy, Tactics and Execution. He can be reached at Eric_Bolesh@cuttingedgeinfo.com
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