New products are the lifeblood for any company, including the pharmaceutical players. Business performance and sustainable growth of the pharmaceutical industry, as a whole depend on quality of R&D output in terms of ‘New Molecules’, followed by successful development and launch of those new products by the global pharmaceutical innovators.
Post-patent expiry, robust development and ‘just in time’ launch of cheaper generic versions of those innovative products, in a mega scale, usually drive the growth of the generic pharmaceutical industry, globally.
It is worth noting that for the last several years, ‘Patent Cliff’ coupled with progressively drying up R&D pipelines and mostly unflattering new product launches, are taking heavy tolls on the business performance of the global pharmaceutical majors.
The changing dynamics need to be considered:
Echoing this development, a March 2014 report of McKinsey & Company states: “About two-thirds of drug launches don’t meet sales expectations. Improving that record requires pharmaceutical companies to recognize the world has changed and adjust their marketing accordingly.”
To analyze the situation now in perspective, let us start tracking the launches from 2006 and 2007.
10 Big Pharma Sales in 2012 from NMEs approved since 2007 – A comparison
According to a June 2013 report of the ‘FirstWord Pharma’, in 2012 the combined sales of 10 top Big Pharma constituents, as named in the tables below, from the New Molecular Entities (NMEs) approved by the US-FDA since 2007, were US$ 14.8 billion i.e. 4.9 percent of the total revenue of these 10 companies in that year from the patented drugs.
Individual performance of these 10 companies are as follows:
| No. | Company | Sales US$ Million | Sales from NMEs US$ Million | As % of 2012 Sales |
| 1. | Novartis | 32153 | 3445 | 10.7 |
| 2. | J&J | 25351 | 2593 | 10.3 |
| 3. | BMS | 17621 | 1495 | 8.5 |
| 4. | GSK | 28518 | 1282 | 4.5 |
| 5. | Merck | 35945 | 1515 | 4.2 |
| 6. | Sanofi | 30879 | 1265 | 4.1 |
| 7. | Roche | 37578 | 1238 | 3.3 |
| 8. | Eli Lilly | 20566 | 457 | 2.2 |
| 9. | Pfizer | 47496 | 1040 | 2.2 |
| 10 | AstraZeneca | 27925 | 449 | 1.6 |
(Source: FirstWord, June 2013)
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