Generally pharma companies using some strategies for therapy expansion like coming up with new combination of drugs/new indication identification/improving earlier product... My doubt is what are the strategies to be identified by companies to manage

Generally pharma companies using some strategies for therapy expansion like coming up with new combination of drugs/new indication identification/improving earlier product... My doubt is what are the strategies to be identified by companies to manage the product life cycle IN NEXT GENERATION... Because the number of innovative drugs coming into the market are decreasing,so the companies have to work upon products which are already in their portfolio.