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When the medicine pills patent go off, in addition loss of the sales hegemony, all building brand investments - made since the product launch´s - go to competitors players.

Constructed under an equal single flag, the generics are a true example of category that means products. Accustomed to brands like Cataflan, Aspirin, Lexotan and the others names that have familiar in the entire world and the lives people daily, consumers will be know by the same on same Generics Planet. 

In this week, The Economist Magazine published an article that show up the Laboratories running to this Planet because they know that the consumers wants the low price if they have the same active formula. Doesn´t matter the brand in the outside packaging is printed.

This is an important password to the advertising agencies that have Pharmaceutical Laboratories as your clients: How they will generate distinction of image brand in a world they all have the same name? In a world have the millions and millions of consumers understanding only a general brand? A Generic Brand.

The IMS Health, an industry research firm, reckons that $ 130 billion of prescription pills will go off patent creating a huge opening for generics. The traditional pharmaceutical companies looking this big volume and to the already $ 72 billion in sales at the last year, are sekking acquisitions and joint ventures to fight the hyper competitive market.

Novartis seeks partnership with Sandoz, its in-house generic arm. Now, Sanofi-Aventis tries to gain full control of Zentiva, a Czech company generics in wich it has a minority stake. On July 23rd, GlaxoSmithKline announced it would enter the generic market through a joint venture with Aspen, a South African firm. 

In the other hand, Teva, as Israeli firm that is already the world´s largest generic-drugs manufacturer has just $ 7 billion offer by U.S. rival Barr and Mylan. I think the numbers and trends send a message to brand, marketing and communication planners:

To strengthen the institutional image of pharmaceutical industry clients is the relevant strategy in a world where all pills will have the same name, the same face and who knows, until the stock can have same price.