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Billions of dollars of revenue and tens of billions of dollars of market valuation have been erased in pharma over the last year due to COVID-related market conditions. These are funds that could have been used to reinvest in clinical development, disease state education and other critical efforts that translate to improved healthcare value for patients, providers and payers. The hardest hit are the vulnerable mature brands, defined as in-line products that are promotionally sensitive but do not require significant proactive investment or attention from commercial teams. Is there a chance for rebound and how do we reignite revenue? Vulnerable mature brands require a certain degree of market awareness, disease education and patient interaction with HCPs so they understand and identify these products for appropriate use. The good news is that manufacturers have several options available to them to maximize the value of their mature brand portfolio. This white paper explores three options:
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