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| home > epc > winter 2002 > prescription drug co-promotion: 21st century dealmaking |
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European Pharmaceutical Contractor
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The pharmaceutical industry has experienced a flurry of announced and, to a lesser extent, consummated mergers in the US and Western Europe in the past decade. Many of these business combinations appear to have been driven by a desire to access promising drug pipelines, consolidate research and development efforts, penetrate specific geographic markets for prescription drugs (often the US where foreign partners are involved) and rationalise regulatory and sales functions.
Often overlooked in this flurry of M&A activity however, is the growing trend among pharmaceutical companies, large and small, to achieve many of the benefits of 'traditional' business combinations by engaging in 'blockbuster' drug co-promotion activity where two life science companies collaborate in the marketing of very promising prescription drugs. In some of the recent, more complex co-promotions, co-operating companies pool their resources and strengths in conducting clinical trials, obtaining requisite regulatory and, for example in Western Europe, pricing, approvals and mass marketing and detailing the product.
For pharmaceutical companies, these types of co-promotion can result in significant revenue enhancement without the issues of post-deal integration and cost synergy management following strategic mergers. A number of pharmaceutical companies have supplemented strategic mergers with these types of co-promotions. For other companies who are developing potentially promising blockbuster drugs, co-promotion can offer upfront and milestone cash infusions, access to complimentary technology and, with the appropriate marketing partner, increased prospects for a successful drug launch.
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