The five myths of generic competition, Thomson Reuters white paper

The Healthcare and Science unit of Thomson Reuters has published a white paper on "The Five Myths of Generic Competition," based on research  conducted by the group in May and June 2008. The data was compiled from  a survey of pharmaceutical and biotechnology company commercial  executives. The main finding was that many "either consider there is  nothing they can do to prevent sales erosion by generic drugs, or assume  that the problem is being dealt with by someone else in their  organization."

Other prevailing attitudes among the surveyed population included the  feeling that originator companies have little time or resources to  devote to understanding generic competition. The study's authors said  their aim was to expose "these and other myths about generic  competition" providing insights into what innovative drugmakers can do  to predict its likely timing, source and intensity.

Claude Basset, vice president of specialty markets at Thomson Reuters,  said: "the intelligence gathered and analyzed by our researchers tells  us that these attitudes are based on some false assumptions." He added  that "understanding and forecasting generic competition remains  undoubtedly a serious strategic challenge for anyone with a brand  product on the market. It's clear, however, that there is more  originators could do better - and earlier - to prepare for generic  competition."