Lessons in Lifecycle Management

Introduction

Lessons in Lifecycle Management is a quick-reference collection of selected drug lifecycle case studies. It seeks to select from a dense universe of possibilities some timely, emerging and interesting lessons in the planning and nurturing of product lifecycles. Open-minded and innovative lifecycle management can only become more valuable in the changing environment and industry ahead.

Scope of this research

• What company and product lifecycle management plan in non-insulin antidiabetics stands above the others for originality and target value?
• How has personalized medicine continued to push into lifecycle management - from Plavix to Tysabri?
• Where can business model innovation play a part in lifecycle management - and is it the future?
• What extraordinary legal histories affecting product lifecycles in anti-platelet, multiple sclerosis and oral anti-diabetic drugs should be flagged?
• What diabetes drug is poised to become a blockbuster, while doing the unthinkable: avoiding the US market?

Research and analysis highlights

• From anti-hypertensives, to statins to anti-thrombotics, the cardiovascular category has created the industry's biggest products to manage through a lifecycle of risk and competitive threats. Rich and widely applicable lessons include the rising need for real-world data, value from combinations, long tails and comparative data.
• Some of the most intriguing lifecycle management lessons come from business model decisions. In a changing market and world, business model strategies appear a powerful force in maximising the value of a product assets whether in diabetes, infectious disease, or playing up and down the value chain of biologics, biobetters and biosimilars.
• The non-insulin oral and injectable diabetes market is one of the most dynamic in the industry and a strategic imperative for many companies. Adding to the dynamism is Japan as an early alternative or key factor in lifecycle management planning. Diabetes products can take different routes, but Japan is important in most of them.

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