ABSTRACT
Global generic pharmaceutical manufacturer sales were $83 billion during the twelve-month period ending with September 2009. Each biopharmaceutical has a finite life cycle, which can be divided in distinct stages with common characteristics. During the biopharmaceutical product introductory phase, the biopharma manufacturer deploys a limited sales force that targets a gradually expanding prescriber base. The biopharmaceutical research and development phase is a long, arduous, and risky stage. According to Simon and P. Kotler, in addition to creating new market space, biopharmas must also be engaged in creating and managing sustainable biobrands. A product attribute comparison between the original biopharmaceutical losing off its patent protection and the impending generic alternatives, will often suffice for the originator manufacturer to choose among one of the multiple life cycle management methods following patent expiration. A common practice among originator biopharmas facing the risk of patent expiration is the strengthening and capitalizing on their existing trade relationships, with various stakeholders of their biopharmaceutical supply chain.
