Abstract

MARKETING STRATEGIES FOR RETAINING THE MARKET SHARE OF PHARMACEUTICAL PRODUCTS AFTER THE PATENT PROTECTION

Antoaneta Cvetkova, Valentina Petkova*, Anna Todorova, Milen Dimitrov

Abstract

After a patent expires, pharmaceutical companies face the risk of losing market shares. Reclassifying a brand drug that is “prescription only” as OTC (over-the-counter) drug is a company strategy for retention of revenue and profit that come from the sales of this product. The tendency for reclassification of medical products as OTC drugs corresponds both to the already prevailing model of patient-centered care in the health systems and to the greater autonomy of the individual patient in health care. The decision to switch from Rx to OTC is a real challenge.

Keywords: patent expires, reclassification, pharmaceutical companies face.