Marketing Watch- Feast of the cold to see the patent cliff.doc

 PAGE \* MERGEFORMAT 3 Marketing Watch: Feast of the cold to see the patent cliff 2012 Plavix, Lipitor, Zyprexa patents and a number of blockbuster products coming due, with sales up to $ 40 billion, causing widespread concern in the industry the new wave of upcoming patent cliff, but the industries and enterprises Feast or leftover dinner is pie or a trap, you need combined with their own situation from real marketing, real business, real investment perspective prudent and recommendations. After losing patent product pricing, sales and prices is bound to be fake products and other competing products and the impact of serious challenges, but also a normal phenomenon in the industry eco year some of the natural product patents expire over the next few years, the global before the 20 top-selling prescription drug in 18 facing patent expiration, these blockbuster annual global sales of over one hundred billion U.S. dollars in the face of this feast, the domestic enterprises are all excited to try it, but it is even more rational view and choice. New patent protection is a fundamental safeguard huge R amp; D investment, patents expire for developed countries is concentrated patented drug products began to return for the people by the aristocracy medicine, industrial maturity and further improve product usage, it also raised the old and new products alternation for developing countries are meant to be a grand opportunity, but there have a chance, there are also risks, if not leading technology strength and resources as well as the unique wisdom and vision, it is inevitable herd, then a coax Next, grab the basket is not all gold, flooded the product is difficult to have a high value, many in the market is just a short-lived passing. Patent protection expires, this does not mean that the original research product sales and prices both landslide, with a good brand and channel and pricing strategies, product scale can enter a new round of sustained growth cycle a