Implementering av "Life Cycle Management" i svensk läkemedelsindustri

Detta är en Kandidat-uppsats från Högskolan i Gävle/Institutionen för ekonomi

Sammanfattning: It generally takes 10 to 12 years for a new drug to hit the market. The pharmaceutical industry invests huge sums in these early stages of research and development. In spite of the rapidly rising research and development expenditures fewer and fewer blockbuster drugs are being developed. Longer lead times and aggressive generic post-patent competition have narrowed the timeframe for the pharmaceutical companies to profit on their investments. In the face of these threats the pharmaceutical industry has developed a battery of strategies to prolong market exclusivity and to maximize return on investment. These emerging strategies are commonly known as Life cycle management (LCM), which actually is more of a concept than a method. A life cycle is a sequence that stretches all the way from early research and development, through marketing to finally end when the product is withdrawn from the market. By managing the product through these different stages the company can improve the commercial lifespan. This thesis analyzes how Life cycle management is implemented in the Swedish pharmaceutical industry. The data is based on interviews from people who are active in the pharmaceutical business. Further, the thesis studies the strategies that AstraZeneca used for their gastrointestinal drugs Losec and Nexium. Based on the collected data from the interviews a clear view of the role and involvement of LCM strategies appears. The value and importance of LCM have steadily increased during the last 10 years. LCM is heavily embedded in the decision processes of drugs today. Several strategies such as OTC switching and patent prolongation through pediatric indication application are common practice. The Swedish pharmaceutical industry has a prominent position in the advancement of LCM.

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