Driving Successful Pharma Brands:

Summary

Ensure brand sales success - make the right investment choices at the right time :

• Would you like to take the guesswork out of spending on brand commercialization efforts?
• Are you sure when and how much to invest in brand promotional activities, market research, reimbursement efforts and medical affairs initiatives?

Driving Successful Pharma Brands addresses these questions - and more - to give you the information you need to avoid costly mistakes and propel brands' bottom-line success.

Our study contains real-world budgets for 13 US brands, representing a variety of brand sizes, therapeutic areas and drug classes.

Understanding these resource allocations in terms of both raw dollars and real-world contexts creates a powerful advantage for brand teams, marketing units, market research personnel, reimbursement groups and other parties involved in every brand's life. In addition to a wealth of benchmarking data, interviews with industry executives reveal teams' strategies - what worked and what didn't - for launching their drugs.

Each easy-to-navigate brand profile walks you through phase-by-phase spending in four critical areas of brand launch:

Advertising and Promotion

• Detail Aids
• Samples
• Journal ads
• Patient education programs
• DTC ads
• Speaker programs

Medical Affairs

• Thought leader development
• Thought leader programs
• Medical education
• Medical information

Decision Support

• Market research
• Competitive intelligence

Market Access

• Pricing strategy and analysis
• Pharmacoeconomics
• Reimbursement

Companies included in this report:

Abbott Labs/ AstraZeneca
Johnson & Johnson /King Pharmaceuticals
Myriad/ Novartis
Nycomed/ Pfizer
Replidyne/ Schering-Plough

Theravance / Two Unnamed Small Companies

Contents

• Metrics Overview
• Each easy-to-navigate brand profile walks you through phase-by-phase spending in four critical areas of brand launch:
• Advertising and Promotion
  • Detail Aids
  • Samples
  • Journal ads
  • Patient education programs
  • DTC ads
  • Speaker programs
• Medical Affairs
  • Thought leader development
  • Thought leader programs
  • Medical education
  • Medical information
• Decision Support
  • Market research
  • Competitive intelligence
• Market Access
  • Pricing strategy and analysis
  • Pharmacoeconomics
  • Reimbursement
• Charts and Graphics
• RESOURCE ALLOCATION AND STRATEGIC PROFILES
  • Figure E.1: Study Context: Therapeutic Areas
  • Figure E.2: Niche Brand Commercialization Spending Breakdown
  • Figure E.3: Percent of Marketing Budget by Phase