Articles by Ellen F. Loh - Pharmaceutical Executive

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Articles by Ellen F. Loh

Lifecycle: End Game

In their twilight years, old brands are increasingly being snapped up by specialty marketers rather than kicked to the curb
Oct 1, 2007
By: Albert I. Wertheimer, Ellen F. Loh, Lawrence G. Poli

Very few drugs live forever. Barring remarkable scientific advances and radical market dynamics, most drugs hit old age—and sharply declining sales—several years before their patent expires. But some drugs go out with a bang, not a whimper.

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