Copies labs lowest prices plus deliver a volume of samples can not be matched, and sponsorships to physicians who are our main prescribes, to present them with devices such as DVD, and stereos.
In a country with the crisis in Peru, where savings is smaller than “help”, government policies allow the admission of copies regardless of quality … How can we fight it?
Answer:
If I were you I would wonder why they are so easy to copy their products. How could you design products, or attributes of those products, which are presented in a unique way for you?
Look, is an example in the case of Bayer. I do not think that is more generic drugs than aspirin. You can find a pharmacy bayaspirin, and three or four choices of aspirin to 30, 40, 0 50% of the bayaspirin.
But Bayer’s strategy is not to compete on price, but to strengthen product branding, company image, and perception of “excellence” by the people.
Take the case of laboratory Raffo it took a few years be the only laboratory that had been introduced in Argentina paracetamol.
For several years he took that position being almost a tandem “Paracetamol Raffo.” They sold it at a high price in relation to aspirin.
Began arriving generic paracetamol, until a drug lab launched a consumer product called “Tafirol” which is simply the same drug at the same concentration, and sells it in strips of ten tablets to more expensive than aspirin.
What happened to Raffo? The turtle got away! He thought he would for ever that dominant position, and fell asleep.
Now notice that interesting for several years was something similar to ibuprofen 400, which is sold in many countries under the brand IBUPIRAC.
It was almost the only product based on its prescription ibuprofen …. until they started to emerge generic … and something similar happened with Paracetamol.
What does Bayer and ibuprofen? rather than embark on the price war between the installed product and differentiate generic search by price, designing a new presentation of ibuprofen, and remove the Actron, which is presented by the same amount of drug but quick Softgels absorption, and puts it on the market at a price intermediate between Ibupirac and generics.
Look what interesting: they developed a new product that breaks the frame difference and that there thus far. This is not an expensive or cheap, it is a unique product!.
A laboratory had a bad strategy to try to impose a product that they manufacture: the Soy Isoflavones.
ISOFLAVONES product called the Zohar (Zohar is the name of the company). They spent a fortune trying to impose the therapeutic benefits of the use of Isoflavones. And what succeeded it, that the market will incorporate the concept, and that other competitors take advantage of the investment they made and taken out ISOFLAVONES with different brands.
What should have done those of Zohar? instead of promoting a generic (isoflavones) should have developed a product with a label whose formula are predominantly isoflavones, plus some other things that make it unique.
I hope this gives you a clue where I think they can find answers.
How differentiated enough to “vaccinate” the market and that the copies are not developed? How to create in physicians and patients realize that it is worth using its products and the competition?
Always keep in mind that the market is right, and not to award all people seek care for the penny and is therefore only willing to spend less. People will be willing to pay more if you show him that there is more value in your product.