Wednesday, January 20, 2016

Analyzing potential generic competition for Advair

Advair is GSK's largest selling drug. It sells around $4.6b annually worldwide. The drug is currently facing generic competition in Europe, however the impact has not been very painful until now as
1) Copy-cat versions launched by generic companies are not substitutable
2) EU approval is a decentralized process and companies need to apply for separate approval across countries in Europe
3) It takes time to build and train a sales force to market non-substitutable generic products