Research & Development Director, Galpharm International Ltd, Hugh House, Upper Cliffe Road, Dodworth Business Park, Dodworth, Barnsley, South Yorkshire, S75 3SP, UK, Tel: +44 (0)122 677 9911, Email: r.eggleston@galgharm.co.uk

Revised 7 March 2003.

Abstract

Historically pharmaceutical companies have handled the loss in revenue from patent expiry by developing and concentrating their focus on new drugs. With the number of new chemical entities (NCEs) being launched each year, on the decrease, companies need to update their strategies to embrace the OTC opportunity, rather than shy away from it. This paper outlines some commercial strategies to maximise RoI (Return on Investment) throughout the product life cycle, with a specific focus around the time of patent expiry.