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3.1 Political Environment Spiralling healthcare costs resulted in increased political intervention in the industry affecting strategy within the industry, including tighter regulatory and pricing legislation. The first concern is the move by the British government in 1985 to introduce a blacklist of certain patented drugs that it would no longer fund. The strategic implication is that, as the major purchaser, the government are forcing the manufacturers of delisted drugs to seek new ways to market; Roche's decline from a top ten firm to the forties when two of their major products were delisted demonstrates the implications for firms operating in a market with such a powerful purchaser. However, legislation fixing the patent length allows other, smaller firms to introduce generic drugs, effectively copies with little differentiation, as patents expire. With little R&D investment required, generics are available at a cheaper price than the branded original. Prudent government purchasing is holding down...

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