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Based on current trends, soon 90 percent of products dispensed will be for a generic. As a result, companies are more aggressively managing their product life cycles. Life cycle planning requires a coordinated effort with respect to understanding the market dynamics, the future trends in markets, and the clinical profile of the brand and where it can be optimized. With a wide range of generic defense strategies and tactics available, however, it can be challenging to decide which tactics make the most sense for a given brand. This article from the June 2015 issue of Med Ad News outlines potential strategies for generic defense and the steps necessary to determine the right path forward.
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