Source: DataMonitor
CASE STUDIES

Mid-Pharma case study
Becoming a licensing partner of choice in European and US pharmaceuticals
Reference Code: BPCS183 Publication Date: June 2006

DATAMONITOR VIEW CATALYST
This case study analyzes the strategies undertaken by pharmaceutical firms to become the licensing partners of choice in both European and US markets. It looks at four Mid Pharma companies that have become strong licensing partners in their fields: Menarini and Almirall, both based in Europe, and King Pharmaceuticals and Forest Laboratories in the US.

SUMMARY
• Menarini has firmly established itself as a domestic marketing partner of choice within the Italian market. The success of Menarini is in part due to the unique landscape of the industry within Italy which limits the success of foreign players attempting to penetrate the market directly; • Almirall has established itself as key marketing partner for Big Pharma in its home market of Spain, developing a specialist expertise in marketing products in Spain which is an incentive for both Big Pharma and the smaller Mid Pharma companies; • Although mainly involved in late stage licensing, Forest is hoping to enhance its in-licensing of earlier stage drugs. By doing so, Forest will be able to broaden its R&D capabilities and potentially drive down the cost of its licensing deals;

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King is stepping up its efforts to establish its intellectual property through the discovery of ethical products. Despite this, the company is expected to retain its position as a US licensing partner for small European companies which will continue to be its major source of income.

Mid-Pharma case study
© Datamonitor. This brief is a licensed product and is not to be photocopied

BPCS183/ Published 06/2006 Page 1

Mid-Pharma case study

ANALYSIS European Licensing Specialists
The Mid Pharma peer set is defined as all those companies in the PharmaVitae universe that have ethical revenues of less than $10