Life cycle assessment studies

Life cycle assessment studies pave the way for renewal strategies at the therapy and brand levels. Based on the overall category prescription trends it is advisable to proactively plan for marketing interventions at late-growth, maturity and decline phases. Timing is of essence and it is seen that the benefits largely accrue to the early mover. Some of the considerations are:

• Will new line extensions inject renewed interest ?
• Should pricing be a strategic element of promotion ?
• Can multiple indications be explored (evidence based) for giving a boost to the fortunes?
• Should the brand equity be transferred to a successor (say an isomer)?
• Is prescription to OTC switch justifiable given the circumstances ?
• Should a physical segmentation strategy be brought to play (say rural coverage / new geographies / new marketing division)?