Correspondence: Dennis Z. Kvesic, Bayer Healthcare Müllerstrae 178 Berlin 13353 Germany. Tel: +49 (0) 304 68 14486; Fax: +49 (0) 304 68 94486; e-mail: dennis.kvesic@gmail.com

¹is a director of Global Strategic Marketing at Bayer HealthCare, and is the Head of a Global Brand Team at Bayer Schering Pharma (Berlin, Germany). Prior to his current responsibilities, he worked at Bayer's Canadian subsidiary in both sales and marketing roles. He possesses a bachelors degree in Economics (University of Alberta, Canada) and an MBA in Marketing (University of Liverpool, UK).

Received 1 September 2008; Revised 1 September 2008.

Abstract

This paper reviews the conventional and more novel approaches to managing and extending the lifecycle of pharmaceutical products. In the context of stringent marketing regulations and an increasingly competitive landscape, greater emphasis will need to be placed on when and how each phase of a product's lifecycle is managed in order to maximise return on investment. This paper describes each of the lifecycle management strategies currently practiced, when and how they might be used, and provides selected examples of implementation.