Brand Differentiation

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Competition between brand, generic and biosimilar drugs continues to intensify across many disease states. Many blockbuster drugs and high-value biologics are also due to expire this decade. To protect or build market share and optimize revenues, it is increasingly common for pharmaceutical companies to access innovative, visually elegant and user-preferred devices that can generate powerful brand differentiation for their injectable therapies against from the competition.

In some cases, such best-in-class delivery systems may be leveraged by a pharmaceutical company to facilitate the successful commercial launch of a new drug against established brand-name rivals packaged with conventional device technologies. Under another scenario, the transition of a late-stage brand-name drug to a safer, simpler and more preferred device may obstruct or weaken the entry of generic or biosimilar competitors. Traditional commodity devices that look or function similar to other competitor devices provide limited scope for pharmaceutical companies seeking to attain this desired level of brand differentiation for their injectable therapies.

Unilife has developed what is arguably the most extensive portfolio of injectable drug delivery systems with innovative, differentiated features in the industry. These highly proprietary technologies are protected by a comprehensive IP strategy that provides pharmaceutical customers with freedom to operate. Where it is of strategic benefit to Unilife and the customer, some level of device exclusivity may be granted to a target drug class or therapeutic indication. Such flexible relationships can be leveraged by pharmaceutical companies to build significant value for their injectable therapies within competitive drug markets.