The highest degree of pharmaceutical brand erosion after patent expirations and generic competition initiating is being observed in the United States. This was revealed by a new analysis by Datamonitor, according to which the markets of Great Britain, Germany and France are placed next. The lowest levels of 'damage' to the most famous brands will be observed in Australia, Italy, Russia, Spain and Japan. As for China, in this country the companies producing medicines that have lost their commercial protection do not suffer much, since here they have always had to face competition from equivalent versions. On the contrary, they will continue to see sales grow in terms of both value and volumes, assures Datamonitor. Brand erosion was fastest and most severe in the hospital setting, reflecting increased patient brand loyalty in the retail sector. The therapeutic areas most affected by the phenomenon are instead that of infectious diseases, oncology and cardiovascular disease. Maura Musciacco, healthcare analyst at Datamonitor, ensures that the overseas market "has experienced the highest level of erosion of pharmaceutical brands: on average, sales have dropped by 72% six months after the arrival of generic versions on the market". The element that makes equivalents 'attractive', according to the expert, "is the savings they create, a quality that is undoubtedly even more in demand in the United States, where the aim is to adopt universal healthcare".
Barbara Di Chiara – Pharmakronos – January 17, 2011
