This book pulls together the full spectrum of available lifecycle management (LCM) measures into one reference manual and shows how different LCM options can be combined to create winning pharmaceutical brand strategies. It contains many real-life case histories, illustrating specific situations of LCM successes and has failures for lessons companies can apply to their projects and brands. They also look ahead to predict which LCM strategies will continue to be effective in the future and evaluate organizational structures and processes to ensure that best practices are institutionalized and applied. Included in the book is a practical, hands-on section for project / brand teams on the mechanics of how to actually design and write a convincing LCM Plan. Finally, the book shows how to link corporate, portfolio and individual brand LCM strategies, addressing the challenges faced by a branded pharmaceutical company contemplating creating its own generics division.
