This white paper examines how pharmaceutical companies can unlock more value from medicines that have been commercially available for at least 10 years and have moved beyond peak sales. More than 6,000 prescription brands launched before 2015 remain active, continuing to support healthcare systems and company portfolios despite loss of exclusivity, generic competition, and reduced promotional investment. Established Brands are becoming increasingly important as newer launches contribute a smaller share of branded drug sales and the industry approaches a major patent cliff. Global sales affected by loss of exclusivity are projected to reach about $220 billion from 2025 to 2029. The paper argues that targeted strategy, portfolio prioritization, investment, and innovation can help revitalize

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