Norbridge -- Pharmaceuticals | Case Study | Developing Franchise Strategy and Pricing Options for Late Life Cycle Products case study - Developing Franchise Strategy and Pricing Options for Late Life Cycle Products A biopharmaceutical product area (franchise) within a major healthcare company was facing a potentially severe revenue fall-off. The franchise's lead product was 9-18 months shy of encountering generic competition. Should the company continue its historical focus on this product area, and, if so, how could it ameliorate the impact on sales? Approach Our team of strategy consultants, doctors, and analysts created a baseline market and franchise situation analysis, then considered a range of strategic options: Grow aggressively Maintain current revenue Restructure to maintain pro

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