Evaluating Brand Loyalty in the Face of Generic Drug Entry: A Case Study Approach

Abstract

This study investigates the dynamics of brand loyalty in the pharmaceutical industry in the context of generic drug entry. Through a mixed-methods case study of atorvastatin (Lipitor) post-patent expiry, we analyze consumer behaviour, physician prescribing trends, and market share changes. Using secondary data from IQVIA (formerly IMS Health) and primary surveys from healthcare providers and patients, we assess factors influencing brand preference post-generic introduction. Our findings suggest that brand loyalty persists among certain demographics due to perceived efficacy, physician influence, and marketing, though it diminishes over time as cost considerations prevail. Implications for pharmaceutical marketing strategy and health policy are discussed.