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Lessons From Generic Launches: About The Study

IMS Consulting Group studied 4,564 generic launches dating between July 1, 2005 and July 31, 2010, in order to gauge key criteria for success.

IMS Consulting Group studied 4,564 generic launches dating between July 1, 2005 and July 31, 2010. (See Table 1.) A product was defined by its combination of molecule, form, and manufacturer. The product strength with the greatest volume share in the second quarter of 2011, one year after the latest launch, was used for the analysis. Drugs with more than two active ingredients were excluded, as were vitamins and supplements. Forms were defined based on New Form Code classifications, but were grouped into three larger categories: “simple” oral solids, modified-release oral solids, and injectables/parenterals. Data were accessed from the IMS MIDAS database, including retail and hospital sales. (SeeAlso see "Entering The Generics Business In Mature Markets: Lessons Learned From 4,500 Launches" - In Vivo, 13 March, 2013..)

For each generic product launch, one-year volume share after launch was calculated by dividing standard units sold in the fourth...

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