Finding ways to extend a brand’s profitable life has become very important for innovator companies.

As increasing numbers of blockbuster brands suffer patent expiry, lifecycle extension strategies have become critical. 

Additionally with sparse new product portfolios, finding ways to extend revenue generation is vital.

Line extensions, supplementary patent protection and post-expiry promotional strategies represent the modern approach to marketing and protecting market share.

Extending a brand’s lifecycle through new formulations or new indications has become a vital means of preserving a brand’s profitability. As long as patents continue to expire, innovator companies will defend against generics with “new and improved” versions of existing products.

However both innovator and generic competitors realise that in today’s post-expiry environment, with high levels of generic prescribing, the most important factor governing market-share and sustained revenues is, of course, PRICE.

Naturally, this is where WaveData comes in.