> **来源：[研报客](https://pc.yanbaoke.cn)** ```markdown # Summary: Unlocking the Strategic Value of Established Brands ## Core Content This document explores the strategic importance of **Established Brands** in the pharmaceutical industry, emphasizing their role in sustaining growth and profitability despite the challenges of **Loss of Exclusivity (LOE)**, **generic competition**, and **limited promotional investment**. It outlines how these brands, which have been on the market for over 10 years and are past their peak sales, continue to be a critical component of company portfolios and healthcare systems. ## Main Points - **Definition of Established Brands**: Brands that have been commercially available for 10+ years, past peak sales, but still generate revenue through brand equity and market demand. - **Increasing Share of Sales**: Established Brands now represent a growing portion of total branded drug sales, surpassing the contribution of new launches launched in the last 5 years. - **Patent Cliffs**: The impact of LOE is expected to grow significantly, with global sales affected by LOE projected to reach \$220 billion between 2025 and 2029 — nearly 4 times the previous 5-year period. - **Geographic Diversification**: Established Brands are crucial in small and emerging markets, where they can leverage local expertise and global coverage to drive growth. - **Commercial Challenges**: Unlike new launches, which follow a top-down global strategy, Established Brands require a **bottom-up** approach, focusing on local market opportunities and operational efficiency. - **Value Retention and Growth**: Companies must actively manage Established Brands to sustain value, as they are not self-sufficient and require strategic oversight and investment. - **Untapped Potential**: Despite their scale, many Established Brands are under-leveraged, with significant opportunities for **revenue growth**, **portfolio optimisation**, and **operational efficiency**. ## Key Information - **Global Sales**: Established Brands generated over \$315 billion in annual sales in 2025. - **Portfolio Complexity**: Approximately 80% of total sales are generated by just 2% of Established Brands, highlighting the need for **SKU rationalisation**, **market exit decisions**, and **portfolio-based selling**. - **Value Levers**: - **Enhance Sales**: Unlock brand equity, improve product value, and expand geographic presence. - **Manage Complexity**: Address portfolio offerings, optimise gross-to-net revenue, and reduce leakage. - **Optimise Operational Spend**: Use lower-cost marketing, outsourcing, and regional strategies to maximise marketing and sales outcomes. - **Drive Net Revenues**: Improve pricing strategies and promotional spend efficiency. ## Strategic Importance - **Revenue Stability**: Established Brands provide stable cash flow, which can be reinvested into R&D and new product launches. - **Market Leadership**: They help reinforce therapeutic area leadership and improve field force efficiency. - **Financial Flexibility**: Active management of these brands enhances financial flexibility, allowing companies to better handle the impact of upcoming LOE and support innovation. ## Cost of Inaction - Companies that neglect Established Brands risk: - Missing out on significant revenue and margin opportunities. - Worsening gross-to-net inefficiencies. - Losing strategic advantage to competitors who actively manage these assets as engines of resilience and performance. ## Looking Ahead - The next step is to explore **practical levers** for unlocking value, such as **portfolio segmentation**, **pricing strategy**, **digital enablement**, and **cross-market optimisation**. - IQVIA offers expertise in designing and implementing go-to-market strategies tailored to Established Brands, combining proprietary data with real-world experience. ## Conclusion Established Brands are not just legacy assets; they are vital to the future of pharmaceutical companies. Their strategic management is essential to navigate the evolving market landscape, maximise value, and ensure long-term profitability and growth. ```