Thomson Reuters Publishes Pharma Matters White Paper, ‘The Five Myths of Generic Competition’

PHILADELPHIA and LONDON - Unique Survey Shows Much Room for Originator Pharmaceutical Companies
to Improve Their Understanding of Generic Competition

The Healthcare and Science business of Thomson Reuters today released the
white paper, “The Five Myths of Generic Competition,” highlighting what
originator pharmaceutical and biotech companies can do to improve their
forecasting of the likely timing, source and intensity of competition from
generic drugs.

The findings in this white paper are based on an independent survey of
commercial professionals in pharmaceutical and biotech companies. The
research was conducted by Thomson Reuters during May and June 2008.

The survey highlights a number of prevailing attitudes among commercial
professionals, including:

- Commercial professionals believe that little can be done to prevent
sales erosion by generic drugs.
- Commercial professionals feel that originator companies have little time
or resources to devote to understanding generic competition.
- Most executives surveyed assume that such research is already being
conducted by someone else in their organization.

“The intelligence gathered and analyzed by our researchers tells us that
these attitudes are based on some false assumptions,” says Claude Basset, VP
Specialty Markets, Thomson Reuters. “Understanding and forecasting generic
competition remains undoubtedly a serious strategic challenge for anyone with
a brand product on the market. It’s clear, however, that there is more
originators could do better - and earlier - to prepare for generic
competition.”

In analyzing the study findings, Thomson Reuters offers guidance on when
and how best to improve competitive intelligence processes by focusing on
more effective sources of long-range signals, and by providing brand teams
with the resources and tools necessary to better understand generic
competition.

To learn more about how companies can improve their understanding and
forecasting of generic competition, click here to read the full report:
thomsonreuters.com/content/PDF/scientific/pharma/generic_myths.pdf

“The Five Myths of Generic Competition” is part of Pharma Matters, a
quarterly report series from Thomson Reuters that covers all aspects of the
pharmaceutical pipeline, leveraging strategic intelligence and competitive
analysis from Newport Vision Premium(TM), Thomson Pharma(R), and the Thomson
Messaging Mapping System(SM).

To sign up for the Thomson Reuters Pharma Matters series of publications
visit: scientific.thomsonreuters.com/info/matters/

About Thomson Reuters

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For more information, go to thomsonreuters.com.

Source: Thomson Reuters

Sue Besaw of Healthcare and Science of Thomson Reuters, +1-215-823-1840, susan.besaw at thomsonreuters.com