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Report Highlights Successful Strategies for Bringing FDC Products to Market
Date:1/5/2011

CHAPEL HILL, N.C., Jan. 5, 2011 /PRNewswire/ -- The pharmaceutical industry's steep patent cliff and relatively lackluster pipeline is pushing strategy and development executives to uncover opportunities for sustainable growth in 2011. One opportunity lies in combination therapies with branded products to extend patent life. For pharma companies, fixed dose combination (FDC) products can extend a therapeutic advantage and become part of lifecycle management. For the patient, FDC products can address unmet medical needs and reduce pill burdens.

While FDC products can have clinical and commercial advantages, they also can be challenging to bring to market. A new Best Practices, LLC report found it takes between five and eight years and an average of $80 million to bring a FDC product to market. One of the keys to successfully commercializing a FDC therapy is to create a differentiated product with a therapeutic benefit, according to the research project.

Indeed, critical product-shaping strategies such as positioning and value were tactics that veteran FDC leaders identified as most valuable for a successful launch of a FDC product, according to "Fixed Dose Combination Products: Successful Strategies for Developing and Bringing FDC Products to Market." As one R&D veteran noted in the report, "Bring some value to the payers. If a payer looks at it and there's not really any kind of clinical differentiation, whether it's better efficacy, speed of onset, better response, or better remission, the payers tell us very, very clearly that they're not interested."

Some of the issues addressed in this research include:

  • Chief reason for pursuing FDC development
  • Measures used to evaluate success
  • Years from decision to develop through launch
  • Cost of FDC product development Approximate
  • Difficulty areas for bringing FDC
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SOURCE Best Practices, LLC
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