Generic Series: Benchmarking Patent Expiries - Key Factors Affecting Brand Erosion

Generic Series: Benchmarking Patent Expiries - Key Factors Affecting Brand Erosion at Patent Expiry

Published Date: April 2007

Published By: Datamonitor

Page Count: 99

Order Code: R313-21371

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CHAPTER 1 EXECUTIVE SUMMARY: Scope of the report; Methodology; Key findings; Number of generic entrants increased over time with more successful brands experiencing greater levels of competition; Branded drugs faced revenue erosion of up to 45% after two years of generic competition; Generic prices declined rapidly in the free pricing markets of the US and UK as well as in Germany; Summary key trends
CHAPTER 2 INFLUENCE OF PRODUCT AND MARKET SPECIFIC CHARACTERISTICS AT PATENT EXPIRY: Overview of the impact of generic drugs on branded drug franchises; Branded manufacturers faced competition from on average nine generic entrants, after two years of generic competition; Branded drugs in the UK and Germany experienced the highest levels brand value erosion; Brand erosion - volume versus value; Brand erosion across the US and 5EU; While brand prices remained flat following generic entry, generic prices in the US, Germany and UK gradually declined; Branded drug price following generic entry; Generic drug price following generic entry
CHAPTER 3 FORMULATION SPECIFIC BRAND EROSION: Introduction; Number of generic entrants per formulation type; Standard oral drugs faced competition from nine generic entrants after two years of generic competition; The level of generic competition for branded injectable drugs varies by country; The level of generic competition for branded topical drugs in the US remained flat following generic entry; The majority of generic entrants target standard oral formulations due to their ease of production, low cost and high usage; Level of brand value and volume erosion per formulation type; Branded standard oral drugs experience the greatest level of erosion in the US; Branded injectable drugs experienced the greatest level of erosion in Germany; Branded oral long-lasting drugs did not experience erosion by generic standard oral formulations; Branded topical drug revenues declined by 40% after two years of generic competition; Standard oral tablets experienced a greater level of brand erosion than alternative formulations in the US; Price of generic drugs per formulation type; Price of standard oral generics declined by 12% after two years of generic competition; Price of generic injectables declined by nearly one-third after two years of generic competition; Price of topical generics declined by 21% after two years of generic competition; Price of standard oral generics declined more rapidly in the US and Germany than in the other EU markets; Price of branded drugs per formulation type following generic entry; Brand prices of standard oral drugs declined by 30% after generic entry in Italy, while brand prices in other markets remained flat; Brand prices of injectable drugs declined by 8% after two years of generic competition; Brand prices of topical drugs continued to grow following generic entry if reformulation strategies are employed; Oral brand prices increased the least compared to other formulations following generic entry
CHAPTER 4 IMPACT OF GENERIC EROSION BY BRAND VALUE: Introduction; Brand erosion by revenue size in the US market; Brands with higher revenues faced a greater number of generic competitors in the US market; Branded drugs that are not protected by an effective LCM strategy experienced a severe decline in revenues following patent expiry; Relative generic prices were comparable across each brand value group, and declined to a similar extent over time; US summary trends; Brand erosion by revenue size in the French market; Brands faced greater generic competition over time in the French market; Relative generic prices remained flat in France due to the high mandatory discount on market entry; French summary trends; Brand erosion by revenue size in the German market; Brands with higher revenues faced a greater number of generic competitors in the German market; Brands with higher revenues face greater generic erosion in the German market; The higher the brand value of the drug, the greater the level and speed of generic price reductions; German summary trends; Brand erosion by revenue size in the Italian market; Brands in the $10-50m value group faced the greatest number of generic entrants in Italy; Branded drugs with technologically advanced delivery systems are more difficult for generics manufacturers to replicate, providing secure brand protection; Relative generic prices remained flat due to the high mandatory discount on market entry, limiting generic drug profit margins; Italian summary trends; Brand erosion by revenue size in the Spanish market; Brands with higher revenues faced a greater number of generic competitors in the Spanish market; Level of brand erosion following generic entry was equivalent for all brand value groups in the Spanish market; Relative generic prices remained flat due to the high mandatory discount on market entry, limiting generic drug profit margins; Spanish summary trends; Brand erosion by revenue size in the UK market; Brands with higher revenues faced a greater number of generic competitors in the UK market; Level of brand erosion following generic entry was equivalent for all brand value groups in the UK market; Relative generic prices were comparable across each brand value group, and decline to a similar extent over time; UK summary trends
CHAPTER 5 BIBLIOGRAPHY: Publications and online articles; Datamonitor reports; Suggested reading; Glossary of terms
APPENDIX
List of Tables: Table 1: Overview of the impact of generics on branded drug franchises across the US and 5EU markets (2003-06) with eight quarters of IMS data; Table 2: Level of brand franchise volume erosion compared to revenue erosion (2003-06); Table 3: Relative price of branded franchise drug versus generic ($); Table 4: Pharmaceutical products analyzed for this report - US; Table 5: Pharmaceutical products analyzed for this report - France; Table 6: Pharmaceutical products analyzed for this report - Germany; Table 7: Pharmaceutical products analyzed for this report - Italy; Table 8: Pharmaceutical products analyzed for this report - Spain; Table 9: Pharmaceutical products analyzed for this report - UK
List of Figures: Figure 1: There is a strong correlation between declining generic drug prices and the level of brand erosion after two years of generic incursion; Figure 2: Prices of generics by formulation during the first two years following patent expiry compared to branded drug price one quarter prior to patent expiry in the US and 5EU; Figure 3: Key summary trends across the US and 5EU markets (2003-06); Figure 4: Average number of generic companies entering the market following a drug patent expiry; Figure 5: Incentives for generic prescription in Germany; Figure 6: Number of generic companies entering the US and German market following a drug patent expiry; Figure 7: Branded drug franchise volume (SU) and value ($) following generic entry (%); Figure 8: Price of brand and generic drugs in Spain and Italy following generic entry; Figure 9: Price of brand and generic drugs in France, Germany, the UK and US following generic entry; Figure 10: Disincentives for generic prescription in Italy and Spain; Figure 11: Average branded and generic drug price following generic entry compared to branded drug price one quarter prior to patent expiry; Figure 12: Incentives for generic prescription in the UK; Figure 13: Incentives for generic prescription in France; Figure 14: Average number of standard oral generic drugs entering the market following a drug patent expiry; Figure 15: Average number of injectable generic drugs entering the market following a drug patent expiry; Figure 16: Average number of topical generic drugs entering the market following a drug patent expiry; Figure 17: Average number of injectable, oral and topical generic drugs entering the market following a drug patent expiry across the US and 5EU markets; Figure 18: Revenue shares of leading generics companies by drug formulation in 2006; Figure 19: Branded standard oral drug volume (SU) and value ($) following generic entry (%); Figure 20: Incentives for generic prescription in the US; Figure 21: Total branded injectable drug volume (SU) and value ($) following generic entry of any formulation (%); Figure 22: Branded injectable drug volume (SU) and value ($) facing direct competition by generic injectables (%); Figure 23: Branded topical drug volume (SU) and value ($) following generic entry (%); Figure 24: Branded drug value ($) erosion by formulation following generic entry (%) in the 5EU and US; Figure 25: Branded drug formulation and volume (SU) following generic entry (%) in the 5EU and US; Figure 26: Average generic drug price of standard oral drugs following generic entry compared to branded drug price one quarter prior to patent expiry; Figure 27: Average generic drug price of injectable drugs following generic entry compared to branded drug price one quarter prior to patent expiry; Figure 28: Volume and relative price of brand and generic version of mitoxantrone (injectable) in Italy; Figure 29: Average generic drug price of topical drugs following generic entry compared to branded drug price one quarter prior to patent expiry in the US; Figure 30: Prices of generics by formulation during the first two years following patent expiry compared to branded drug price one quarter prior to patent expiry in the US and 5EU; Figure 31: Average branded standard oral drug price following generic entry compared to branded drug price one quarter prior to patent expiry; Figure 32: Average branded injectable drug price following generic entry compared to branded drug price one quarter prior to patent expiry; Figure 33: Average branded topical drug price following generic entry compared to branded drug price one quarter prior to patent expiry; Figure 34: Average branded standard oral drug price following generic entry compared to branded drug price one quarter prior to patent expiry; Figure 35: Average number of generic drugs entering the market following a drug patent expiry in the US, by brand value; Figure 36: Branded drug volume (SU) and value ($) following generic entry (%) in the US, by brand value; Figure 37: Generic erosion of blockbuster drugs following patent expiry: Merck's Zocor (simvastatin) and Forest's Celexa (citalopram).; Figure 38: Average branded and generic drug price following generic entry compared to branded drug price one quarter prior to patent expiry in the US, by brand value; Figure 39: US summary trends; Figure 40: Average number of generic drugs entering the market following a drug patent expiry in France, by brand value; Figure 41: Branded drug volume (SU) and value ($) following generic entry (%) in France, by brand value; Figure 42: Average branded and generic drug price following generic entry compared to branded drug price one quarter prior to patent expiry in France, by brand value; Figure 43: French summary trends; Figure 44: Average number of generic drugs entering the market following drug patent expiry in Germany, by brand value; Figure 45: Vytorin re-energizes Zocor's declining German franchise; Figure 46: Branded drug volume (SU) and value ($) following generic entry (%) in Germany, by brand value; Figure 47: Average branded and generic drug price following generic entry compared to branded drug price one quarter prior to patent expiry in Germany, by brand value; Figure 48: German summary trends; Figure 49: Average number of generic drugs entering the market following a drug patent expiry in Italy, by brand value; Figure 50: Branded drug volume (SU) and value ($) following generic entry (%) in Italy, by brand value; Figure 51: Average branded and generic drug price following generic entry compared to branded drug price one quarter prior to patent expiry in Italy, by brand value; Figure 52: Italian summary trends; Figure 53: Average number of generic drugs entering the market following a drug patent expiry in Spain, by brand value; Figure 54: Branded drug volume (SU) and value ($) following generic entry (%) in Spain, by brand value; Figure 55: Average branded and generic drug price following generic entry compared to branded drug price one quarter prior to patent expiry in Spain, by brand value; Figure 56: Spanish summary trends; Figure 57: Average number of generic drugs entering the market following a drug patent expiry in the UK, by brand value; Figure 58: Branded drug volume (SU) and value ($) following generic entry (%) in the UK, by brand value; Figure 59: Average branded and generic drug price following generic entry compared to branded drug price one quarter prior to patent expiry in the UK, by brand value; Figure 60: UK summary trends

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