Research and Markets has announced the addition of "Launching Combination Products: Brand Extension and Franchise Development Strategies" to their offering.

Combination pharmaceutical products, or fixed-dose combinations (FDC's), offer benefits to many drug classes due to the additive nature of therapeutic effect and the reduced level of side-effects associated with their use. Their core advantage however is an improvement in convenience that stems from reducing prescription numbers and their associated administrative costs. Although fixed-dose combination drugs have historically attracted disapproval from physicians, who typically prefer to determine the components and ratios of drug applications at their own discretion, a widespread acknowledgement and acceptance of these therapies has now been established.

This is largely due to their effectiveness in areas such as HIV and asthma, but the successful positioning of combination products remains difficult in therapeutic areas where combination therapies only provide marginally incremental benefits. Launching Combination Products is a new report published by Business Insights that provides detailed strategic guidance for the preparation and successful execution of combination product launches.

This report performs a comprehensive examination of current competitive pressures, best practices and future developments in key therapeutic areas including cardiovascular, respiratory, HIV and women's health. Detailed case studies also provide unique insights into the brand extension and franchise development strategies of leading companies and help to identify the key success factors behind recent combination product launches. Discover potential growth opportunities for your brands, identify future combination launches and use case studies to understand the most effective launch strategies across key therapeutic areas with this new report.

Some key findings from this report...

Key cardiovascular combination product launch strategies are focused upon developing franchises within individual indications. Seven of these projects are currently in late-stage development, while three are poised to expand into other risk factors such as diabetes.

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- Major diabetes combination product launch strategies are concentrated in franchise development across multiple indications, two of which are currently in late-stage development. However, oral diabetes drugs will continue their expansion with brand extensions.

- Single pill, fixed dose combinations will be introduced to the HIV market as dosing regimens for new therapies become established and replace current market leading combinations. Presently however, the market is still characterized by significant pill burdens.

- The success of combination products is largely dependant upon the implementation of effective branding, pricing and positioning objectives. Although such issues are the primary concern of the product manager, this responsibility should be shared amongst associated product managers, therapy area heads, R&D leads, corporate planning and pricing managers, and sales and marketing.

Top five reasons to order your copy today

- Understand the competitive environment for combination product launches with this report's detailed analysis of recent, leading and future launches in key therapy areas including cardiovascular, respiratory, HIV and women's health.

- Benchmark the successful strategies of leading companies using this report's case studies that detail a range of combination product launch tactics applied across a variety of drugs.

- Formulate effective therapy area-specific combination product launch strategies with this report's analysis of high value opportunities across a number of therapy areas.

- Assess the differences between brand extensions and franchise developments and understand the strategic rationale that will determine which implementation is most effective for your company.

- Develop defensive counter-strategies against combination products with this report's examination of impending launches and explore the repositioning initiatives offered by combination strategies.
http://www.centredaily.com/business/story/4052 ...