Self-Protective Partnering
Executive Summary
A self-protective dynamic characterizes a licensing deal that Gilead just signed for its new hepatitis B treatment adefovir, which is expected to win regulatory approval shortly. By assigning to Glaxo product rights in Asia--the largest market for the drug, but beyond still-small Gilead's reach--the biotech firm assures that a big, strong competitor can't play too rough with it. Glaxo's tacit endorsement of the drug's quality should help Gilead's efforts to market the product in the US and Europe, where it kept rights.
You may also be interested in...
Gilead's Global Logic
Gilead plans to maximize the value of its newly-approved anti-HIV drug Viread by launching the product in all major world markets within a year-and by promoting it with the same look, messages and image everywhere. Gilead's campaign will make the point that its product helps patients' drug combinations work better, even if they're failing. By positioning the product this way, Gilead may avoid head-to-head competition with far bigger players. The company got into position to globally market Viread by acquiring NeXstar in 1999, then quickly re-organizing and filling out the very skinny marketing groups it inherited in major European markets. The relatively small company is betting that the cost efficiencies of global branding will bring it a better return on investment, and so help it grow a business that is already highly valued.
Cosmetic And Personal Care Trademark Review: 16 April
Personal care and cosmetic product trademark filings compiled from the Official Gazette of the US Patent and Trademark Office, Class 3.
Health And Wellness Weekly Trademarks Review: 16 April
Trademarks are registered and published for opposition with the US Patent and Trademark Office and are published weekly in the agency's Official Gazette.