The launch of a generic should not mark the end of a brand’s presence in the market. This paper explores several strategic options available to brand manufacturers as they prepare for generic competition in the U.S. Because manufacturer strategies must appropriately target stakeholder incentives, this paper also discusses the ways in which these incentives are likely to change once generics are introduced to a market. Amundsen Consulting’s extensive background in market access, gross-to-net management, and point-of-sale economics in addition to its expertise in real-world data makes it uniquely positioned to provide the insights required to connect the shift in market dynamics to the strategy considerations necessary for developing a robust post-generic plan.

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