Question: how do they measure potency? IC50? ... ? Way too many companies tout "My IC50 (or a similar measure) is better than the competitors" when IC50 is, at best, a very poor proxy for efficacy vs toxicity (E vs T) - which is the primary metric of importance (specificity is probably a substantially better proxy for E vs T, but, of course, is much harder to measure.)
Good question but I, unfortunately, don't have the answer.
When you are talking about a new formulation, the potency would remain the same. What would likely change are PK variables - typically they would aim for higher and more consistent exposure.