This document discusses lifecycle management for products from pre-launch through late stage. It provides an overview of opportunities at each stage to maximize value, including establishing processes early and understanding future opportunities and threats for growth. At late stage, it is important to engage tactics for competing with generics, providing a prioritized list of options based on context. The consultants help identify stakeholders, prioritize options through consensus building, and support developing business cases to enable decision making throughout a product's lifecycle.

1. LIFECYCLE MANAGEMENT
Maximizing product and portfolio value throughout the commercial lifecycle
PRE-LAUNCH
When preparing to commercialize
a product, there are many
opportunities to maximize gains
and establish processes and
PROFIT
systems that enable you to
optimize value at later stages.
PRE-LAUNCH LATE STAGE
GROWTH
STAGE GROWTH STAGE
TIME During the patented period, critical
to maximizing your investment is
understanding future opportunities
and threats to growth. We carry out
assessments to help you understand
LIFECYCLE MANAGEMENT PLAN
how the environment has changed
since post Phase III planning. We
Establishing the Process
also assess the impacts for future
We develop a structured approach for LCM at each stage of the process whilst managing
LCM planning, specifically assessing
stakeholders.
follow-on indications, reformulations
Brainstorming Options and fixed dose combinations.
To ensure a comprehensive assessment is undertaken, we work with you to develop
and supply a full option appraisal. To ideate, select and prioritize activities, we facilitate
brainstorming sessions with key stakeholders. We shape and inform the dialogue to inspire
a robust option analysis. LATE STAGE
Prioritising to Your Needs
We identify clear organizational priorities which are integrated into the overall decision At loss of exclusivity, it is vital to
making process. This is developed into a roadmap for immediate and long-term returns on engage the most profitable tactics
investment. for competing with generics or
biosimilars. We provide a prioritized
Building Business Cases list of tactics which are framed
In order to build a clear understanding of where the LCM option fits into the overall portfolio around the geographical and
strategy, we support you in building robust business cases aligned to your brand and environmental context (i.e. level of
business strategy. stakeholder influence post loss of
expiry, generic substitution, pricing
and reimbursement). These are
forecasted using relevant data and
analogues analysis, whilst assessing
the implications for your brand.
Our consultants operate globally; our head offices are located in:
UK 119 Farringdon Road, London EC1R 3DA | +44 (0)20 7675 7000
US 52 Vanderbilt Avenue, 7th Floor, New York, NY 10017 | +1 (212) 686 7400 info@datamonitorconsulting.com
Japan 7th Kotakudo GINZA Building, 5-14-5, Ginza, Chuo, Tokyo 104-0061 | +81 (0)3 5148 7910 www.datamonitorconsulting.com

2. RESULTS IN PRACTICE: HOW WE’VE HELPED OTHERS
OUR EXPERTISE
Datamonitor Consulting has vast expertise in LCM. We are thought leaders in this field and have been teaching and ideating for our clients’ brands
for over 10 years. Our specific expertise focuses on:
• Identifying and engaging key internal and external stakeholders
• Synthesizing shared and disparate product and business perspectives
• Driving cross-functional decision making
We prioritize and validate key LCM options through client consensus building, up-to-date market and medical data combined with
Datamonitor insight.
LAUNCH PHASE LCM PATENT EXPIRY PLANNING
The Issue The Issue
The Brand team for a late Phase III brand A mid-cap European Pharma company was
needed to build a lifecycle management plan to facing the reality of patent expiry of a key
support mid-term expansion of a key immunology revenue driving brand within two years, and
franchise, culminating in the development of a needed to build country-level management plans
business case for management approval. to maximize brand potential through the launch
of generic competitors.
Our Approach Our Approach
We designed a systematic process for initial idea Over a period of six months, we evaluated the
generation, including: stakeholder and market landscape for patent
expiry across 15 markets, developing likely
• Internal and external input erosion models for the brand that considered
both market and therapeutic factors. Building
• Prioritization of opportunities in an active
from this process, we developed a portfolio
workshop setting
of tactical options that were viable in different
• Validation of priorities with internal teams and market environments, which we explored and
key opinion leaders. initiated for action planning in a series of pan-
market workshops.
Working in close partnership with the client
team, we supported the development of a set
of validated business cases to enable effective
decision making.
The Result The Result
From an initial list of over 100 potential Our client was able to segment and cluster
opportunities, 10 prioritized LCM opportunities markets based on the likely impact of generic
were identified for the target brand on the basis erosion and appropriate tactical response. This
of commercial opportunity and feasibility to enabled more effective global support to each
execute. Through further validation, a final affiliate. Meanwhile, affiliates were able to learn
business case with three priority and two backup from the experience and expertise of other
opportunities was developed, challenged by market peers, enabling a more effective and
management, and subsequently approved. refined execution of tactics.
Our consultants operate globally; our head offices are located in:
UK 119 Farringdon Road, London EC1R 3DA | +44 (0)20 7675 7000
US 52 Vanderbilt Avenue, 7th Floor, New York, NY 10017 | +1 (212) 686 7400 info@datamonitorconsulting.com
Japan 7th Kotakudo GINZA Building, 5-14-5, Ginza, Chuo, Tokyo 104-0061 | +81 (0)3 5148 7910 www.datamonitorconsulting.com