.What do we do?

· Analyse and Review the issues, look into the potential for problems, investigate the difficulties surrounding the product.

· Look at possible scenarios, always focusing on the objective and how to achieve it.

· Assess the commercial position adjusting the tactics depending on whether the product is at an early stage, is almost too late or is under threat.

How do we do this?

·	Review and investigate the IP position and patent thicket

·	Assess the market place, the rival companies’ products, examining possibilities for a potentially unsatisfactory scenario and option for counter measures.

·	Choose the tactics to have the best chance of obtaining a differentiating between the product and its rivals in each market.

·	Legal Approaches

·	Generic Product

·	Avoid the opposition’s IP - circumvent the issues, design around

·	Attack the problematic IP- investigate whether it is possible to remove the obstacle(s), choose where, when and how in a coordinated fashion.

·	Branded Product

·	Defend your IP- extend own IP, utilise other IP, Regulatory and R&D options to strengthen the market position.

·	Development and Regulatory approaches.

·	Re-evaluate what data there is in existence, explore what unseen and unused opportunities there may be which could be relied upon to create an advantage.

·	Adjust the product, carry out further research to create new IP and a new lease of life, always bearing in mind the overall strategy within the [potentially] limited time frame.

·	Evaluate all options.

·	Consider the potential for settlements. It is not always necessary to fight through the litigation system, providing issues of an anti-competitive nature are avoided