Robust Market Launch Planning for a Multi- Echelon Pharmaceutical Supply Chain

Klaus Reinholdt Nyhuus Hansen, Martin Grunow, Rafiqul Gani

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Abstract

It is well known, that the pharmaceutical industry is struggling with increasing cost and length of R&D projects. Earnings of a drug drop drastically after patent expiration. Thus, the industry spends much effort on reducing Time-to-Market. In the literature, little attention is given to drug launching activities after the drug has been approved. In this paper, we present a recourse-based stochastic model, which allows for time phasing the market entries to balance the fluctuating demand with the fixed and periodic production of the active pharmaceutical ingredient. The two major risk elements during launch are forecasting inaccuracy and the risk of a required label change from local regulatory authorities. Robust solutions are found by implementing the Robust Optimization framework.
Original languageEnglish
Title of host publication21st European Symposium on Computer Aided Process Engineering
Number of pages2029
Volume1
PublisherElsevier
Publication date2011
Pages935-939
ISBN (Print)978-0-444-53895-6
DOIs
Publication statusPublished - 2011
Event21st European Symposium on Computer Aided Process Engineering - Chalkidiki, Greece
Duration: 29 May 20111 Jun 2011
http://www.escape-21.gr/

Conference

Conference21st European Symposium on Computer Aided Process Engineering
CountryGreece
CityChalkidiki
Period29/05/201101/06/2011
Internet address
SeriesComputer Aided Chemical Engineering
Number29
ISSN1570-7946

Keywords

  • Market Launch Planning
  • Multi-Echelon Pharmaceutical Supply Chain
  • Robustness Optimization
  • Recourse-based stochastic programming

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