The Changing Dynamics
Post 2005, there has been a steady shift in the strategies adopted by different players in the industry. Earlier the approach was to go for new launches in existing molecules without key differentiation leveraging the company’s muscle power to penetrate, capture & dominate the molecular market. Further, it became a regular practice to introduce permutation & combinations of existing molecules with or without scientific rationale to not only dominate the molecular market but also to try & dominate the therapy segment. However, the scenario is now changing with the arrival of more innovative companies with a commitment to offer unique products with differentiating concepts in each product. In-licensing of unique products with patented technology for improved drug delivery in the body has not only brought a new relief to the practicing HCPs & their patients but also offers an alternative to the launch of only patented molecules at premium prices which make these molecules unaffordable for the majority patients.