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Why is product life cycle management in Pharma so important?

Pharma companies invest so much into their new products. Huge R&D costs, huge marketing costs, huge personnel costs. I am sure you are well familiar with this. Whilst bringing a new product to market has obvious rewards. Are we missing a massive potential market by letting our pride and joy slip quietly off-patent into a vastly less profitable abyss? You've spent the time and money on building the brand, getting public trust and loyalty. Ensure then, that you are getting the most out of your product when it goes off patent. One way of doing this is by applying a modified, and novel release technology to your existing product, in turn, creating a new product, with new benefits, that already

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