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Branding

US Launch

Phase IIIA, Phase IIIB and Launch Year Brand Commercialization

Publication Date   December 2006
Publisher   Cutting Edge Information
Product Type   Strategic Report
Pages   189
ISBN Number   not applicable
Product Code   CUT062
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Price £3,885.00

approximately: $7,795 | €4,877

Summary


Uncover real-world brand budgets for Phase IIIa, Phase IIIb and products' launch years:

Explore marketing budgets for 6 brands as they move through Phase IIIa, Phase IIIb and the launch year.

Each easy-to-navigate brand profile walks you through the various phases' spending in four critical areas of product management.

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

Increasingly stiff competition combined with enormous market pressures that shorten brand timelines make achieving a drug's full sales potential much more difficult in today's pharmaceutical environment. Brand leaders must be finely attuned to their brands' unique strengths and weaknesses, including the realities of markets, clinical profiles and their own companies' capacity to support effective promotion, if they hope to help their products reach full sales potential.

With these pressures in place, commercialization efforts during the last stages of drug development leading up to launch are critical to long-term success. Companies must not only develop a strategic marketing mix that will be most effective for their brands but also be prepared to back the chosen promotional activities with sufficient resources.

Understanding these resource allocations in terms of both raw dollars and real-world contexts provides a powerful advantage for brand teams, marketing units, market research personnel, reimbursement groups and other parties involved in every brand's life.

Content


  • Executive Summary
    • Figure E.1: Spending by Major Category
    • Figure E.2: Major Categories as a Percentage of Total Spending
    • Figure E.3: Market Research as a Percentage of Phase IIIa Spending
    • Figure E.4: Market Research as a Percentage of Phase IIIb Spending
    • Figure E.5: Market Research as a Percentage of Launch Year Spending
    • Figure E.6: Phase by Phase Major Categories as a Percentage of Total Spending
    • Figure 1.1: Brand 1 Dashboard
  • Brand
    • Figure 1.1: Brand 1 Dashboard
  • Brand 1 Introduction
    • Figure 1.2: Brand 1 Total Commercialization Spend by Phase
  • Table 1.1: Brand 1 Total Spending by Category
  • Table 1.2: Brand 1 Advertising and Promotion Spending by Time Period
  • Table 1.3: Brand 1 Medical Affairs Spending by Time Period
  • Table 1.4: Brand 1 Decision Support Spending by Time Period
  • Table 1.5: Brand 1 Market Access Spending by Time Period
  • Phase Iiia Resources
    • Figure 1.3: Brand 1 Phase IIIa Spending
    • Figure 1.4: Brand 1 Phase IIIa Spending % Breakdown
  • Phase Iiib Resources
    • Figure 1.5: Brand 1 Phase IIIb Spending
    • Figure 1.6: Brand 1 Phase IIIb Spending % Breakdown
  • Launch Resources
    • Figure 1.7: Brand 1 Launch Spending
    • Figure 1.8: Brand 1 Launch Spending % Breakdown
    • Figure 1.9: Brand 1 Detail Aids Spending
    • Figure 1.10: Brand 1 Samples Spending
    • Figure 1.11: Brand 1 Journal Ads
    • Figure 1.12: Brand 1 Patient Education Spending
    • Figure 1.13: Brand 1 Speakers Spending
    • Figure 1.14: Brand 1 Thought Leader Development Spending
    • Figure 1.15: Brand 1 Thought Leader Programs Spending
    • Figure 1.16: Brand 1 Medical Education Spending
    • Figure 1.17: Brand 1 Medical Information Spending
    • Figure 1.18: Brand 1 Market Research Spending
    • Figure 1.19: Brand 1 Pricing Spending
    • Figure 1.20: Brand 1 Reimbursement Spending
  • Brand
    • Figure 2.1: Brand 2 Dashboard
  • Brand 2 Introduction
    • Figure 2.2: Brand 2 Total Commercialization Spend by Phase
  • Table 2.1: Brand 2 Total Spending by Category
  • Table 2.2: Brand 2 Advertising and Promotion Spending by Time Period
  • Table 2.3: Brand 2 Medical Affairs Spending by Time Period
  • Table 2.4: Brand 2 Decision Support Spending by Time Period
  • Table 2.5: Brand 2 Market Access Spending by Time Period
  • Phase Iiib Resources
    • Figure 2.3: Brand 2 Phase IIIb Spending
    • Figure 2.4: Brand 2 Phase IIIb Spending % Breakdown
  • Launch Resources
    • Figure 2.5: Brand 2 Launch Spending
    • Figure 2.6: Brand 2 Launch Spending % Breakdown
    • Figure 2.7: Brand 2 Detail Aids Spending
    • Figure 2.8: Brand 2 Samples Spending
    • Figure 2.9: Brand 2 Journal Ads
    • Figure 2.10: Brand 2 Patient Education Spending
    • Figure 2.11: Brand 2 DTC Spending
    • Figure 2.12: Brand 2 Speakers Spending
    • Figure 2.13: Brand 2 Thought Leader Development Spending
    • Figure 2.14: Brand 2 Thought Leader Programs Spending
    • Figure 2.15: Brand 2 Medical Education Spending
    • Figure 2.16: Brand 2 Medical Information Spending
    • Figure 2.17: Brand 2 Market Research Spending
    • Figure 2.18: Brand 2 Competitive Intelligence Spending
    • Figure 2.19: Brand 2 Pricing Spending
    • Figure 2.20: Brand 2 Pharmacoeconomics Spending
    • Figure 2.21: Brand 2 Reimbursement Spending
  • Brand
    • Figure 3.1: Brand 3 Dashboard
  • Brand 3 Introduction
    • Figure 3.2: Brand 3 Total Commercialization Spend by Phase
  • Table 3.1: Brand 3 Total Spending by Category
  • Table 3.2: Brand 3 Advertising and Promotion Spending by Time Period
  • Table 3.3: Brand 3 Medical Affairs Spending by Time Period
  • Table 3.4: Brand 3 Decision Support Spending by Time Period
  • Table 3.5: Brand 3 Market Access Spending by Time Period
  • Phase Iiib Resources
    • Figure 3.3: Brand 3 Phase IIIb Spending
    • Figure 3.4: Brand 3 Phase IIIb Spending % Breakdown
  • Launch Resources
    • Figure 3.5: Brand 3 Launch Year Spending
    • Figure 3.6: Brand 3 Launch Year Spending % Breakdown
    • Figure 3.7: Brand 3 Detail Aids Spending
    • Figure 3.8: Brand 3 Samples Spending
    • Figure 3.9: Brand 3 Journal Ads
    • Figure 3.10: Brand 3 Patient Education Spending
    • Figure 3.11: Brand 3 DTC Spending
    • Figure 3.12: Brand 3 Speakers Spending
    • Figure 3.13: Brand 3 Thought Leader Development Spending
    • Figure 3.14: Brand 3 Thought Leader Programs Spending
    • Figure 3.15: Brand 3 Medical Education Spending
    • Figure 3.16: Brand 3 Medical Information Spending
    • Figure 3.17: Brand 3 Market Research Spending
    • Figure 3.18: Brand 3 Competitive Intelligence Spending
    • Figure 3.19: Brand 3 Pricing Spending
    • Figure 3.21: Brand 3 Reimbursement Spending
    • Figure 3.20: Brand 3 Pharmacoeconomics Spending
  • Brand
    • Figure 4.1: Brand 4 Dashboard
  • Brand 4 Introduction
    • Figure 4.2: Brand 4 Total Commercialization Spend by Phase
  • Table 4.1: Brand 4 Total Spending by Category
  • Table 4.2: Brand 4 Advertising and Promotion Spending by Time Period
  • Table 4.3: Brand 4 Medical Affairs Spending by Time Period
  • Table 4.4: Brand 4 Decision Support Spending by Time Period
  • Table 4.5: Brand 4 Market Access Spending by Time Period
  • Phase Iiia Resources
    • Figure 4.3: Brand 4 Phase IIIa Spending
    • Figure 4.4: Brand 4 Phase IIIa Spending % Breakdown
  • Phase Iiib Resources
    • Figure 4.5: Brand 4 Phase IIIb Spending
    • Figure 4.6: Brand 4 Phase IIIb Spending % Breakdown
  • Launch Resources
    • Figure 4.7: Brand 4 Launch Spending
    • Figure 4.8: Brand 4 Launch Spending % Breakdown
    • Figure 4.9: Brand 4 Detail Aids Spending
    • Figure 4.10: Brand 4 Journal Ads
    • Figure 4.11: Brand 4 Patient Education Spending
    • Figure 4.12: Brand 4 DTC Spending
    • Figure 4.13: Brand 4 Speakers Spending
    • Figure 4.14: Brand 4 Thought Leader Development Spending
    • Figure 4.15: Brand 4 Thought Leader Programs Spending
    • Figure 4.16: Brand 4 Medical Education Spending
    • Figure 4.17: Brand 4 Medical Information Spending
    • Figure 4.18: Brand 4 Market Research Spending
    • Figure 4.19: Brand 4 Competitive Intelligence Spending
    • Figure 4.20: Brand 4 Pricing Spending
    • Figure 4.21: Brand 4 Pharmacoeconomics Spending
    • Figure 4.22: Brand 4 Reimbursement Spending
  • Brand
    • Figure 5.1: Brand 5 Dashboard
  • Brand 5 Introduction
    • Figure 5.2: Brand 5 Total Commercialization Spend by Phase
    • Table 5.1: Brand 5 Total Spending by Category
    • Table 5.2: Brand 5 Advertising and Promotion Spending by Time Period
    • Table 5.3: Brand 5 Medical Affairs Spending by Time Period
    • Table 5.4: Brand 5 Decision Support Spending by Time Period
    • Table 5.5: Brand 5 Market Access Spending by Time Period
  • Launch Year Resources
    • Figure 5.3: Brand 5 Launch Year Spending
    • Figure 5.4: Brand 5 Launch Year Spending % Breakdown
    • Figure 5.5: Brand 5 Detail Aids Spending
    • Figure 5.6: Brand 5 Samples Spending
    • Figure 5.7: Brand 5 Journal Ads
    • Figure 5.8: Brand 5 Patient Education Spending
    • Figure 5.9: Brand 5 DTC Spending
    • Figure 5.10: Brand 5 Speakers Spending
    • Figure 5.11: Brand 5 Thought Leader Development Spending
    • Figure 5.12: Brand 5 Thought Leader Programs Spending
    • Figure 5.13: Brand 5 Medical Education Spending
    • Figure 5.14: Brand 5 Medical Information Spending
    • Figure 5.15: Brand 5 Market Research Spending
    • Figure 5.16: Brand 5 Competitive Intelligence Spending
    • Figure 5.17: Brand 5 Pricing Spending
    • Figure 5.18: Brand 5 Pharmacoeconomics Spending
    • Figure 5.19: Brand 5 Reimbursement Spending
  • Brand
    • Figure 6.1: Brand 1 Dashboard
  • Brand 6 Introduction
    • Figure 6.2: Brand 1 Total Commercialization Spend by Phase
    • Table 6.1: Brand 6 Total Spending by Category
    • Table 6.2: Brand 6 Advertising and Promotion Spending by Time Period
    • Table 6.3: Brand 6 Medical Affairs Spending by Time Period
    • Table 6.4: Brand 6 Decision Support Spending by Time Period
    • Table 6.5: Brand 6 Market Access Spending by Time Period
  • Phase Iiia Resources
    • Figure 6.3: Brand 6 Phase IIIa Spending
    • Figure 6.4: Brand 6 Phase IIIa Spending % Breakdown
  • Phase Iiib Resources
    • Figure 6.5: Brand 6 Phase IIIb Spending
    • Figure 6.6: Brand 6 Phase IIIb Spending % Breakdown
  • Launch Year Resources
    • Figure 6.7: Brand 6 Phase IIIb Spending
    • Figure 6.8: Brand 6 Phase IIIb Spending % Breakdown
    • Figure 6.9: Brand 6 Detail Aids Spending
    • Figure 6.10: Brand 6 Samples Spending
    • Figure 6.11: Brand 6 Journal Ads
    • Figure 6.12: Brand 1 Patient Education Spending
    • Figure 6.13: Brand 6 DTC Spending
    • Figure 6.14: Brand 6 Speakers Spending
    • Figure 6.15: Brand 6 Thought Leader Development Spending
    • Figure 6.16: Brand 6 Thought Leader Programs Spending
    • Figure 6.17: Brand 6 Medical Education Spending
    • Figure 6.18: Brand 6 Medical Information Spending
    • Figure 6.19: Brand 6 Market Research Spending
    • Figure 6.20: Brand 6 Competitive Intelligence Spending
    • Figure 6.21: Brand 6 Pricing Spending
    • Figure 6.22: Brand 6 Pharmacoeconomics Spending
    • Figure 6.23: Brand 6 Reimbursement Spending
  • Survey Data: Advertising and Promotion Spending
    • Figure 7.1: Advertising and Promotion Spending by Year
    • Figure 7.2: Breakdown of Advertising and Promotion Spending
    • Figure 7.3: Advertising and Promotion Spending: Detail Aids
    • Figure 7.4: Breakdown of Detail Aids Spending
    • Figure 7.5: Advertising and Promotion Spending: Samples
    • Figure 7.6: Breakdown of Samples Spending
    • Figure 7.7: Advertising and Promotion Spending: Journal Ads
    • Figure 7.8: Breakdown of Journal Ads Spending
    • Figure 7.9: Advertising and Promotion Spending: Patient Education
    • Figure 7.10: Breakdown of Patient Education Spending
    • Figure 7.11: Advertising and Promotion Spending: DTC
    • Figure 7.12: Breakdown of DTC Spending
    • Figure 7.13: Advertising and Promotion Spending: Speakers
    • Figure 7.14: Breakdown of Speakers Spending
  • Survey Data: Medical Affairs
    • Figure 8.1: Medical Affairs Spending by Year
    • Figure 8.2: Breakdown of Medical Affairs Spending
    • Figure 8.3: Medical Affairs Spending: Thought Leader Development
    • Figure 8.4: Breakdown of Thought Leader Development Spending
    • Figure 8.5: Medical Affairs Spending: Thought Leader Programs
    • Figure 8.6: Breakdown of Thought Leader Programs Spending
    • Figure 8.7: Medical Affairs Spending: Medical Education
    • Figure 8.8: Breakdown of Medical Education Spending
    • Figure 8.9: Medical Affairs Spending: Medical Information
    • Figure 8.10: Breakdown of Medical Information Spending
  • Survey Data: Decision Support
    • Figure 9.1: Decision Support Spending by Year
    • Figure 9.2: Breakdown of Decision Support Spending
    • Figure 9.3: Decision Support Spending: Market Research
    • Figure 9.4: Breakdown of Market Research Spending
    • Figure 9.5: Decision Support Spending: Competitive Intelligence
    • Figure 9.6: Breakdown of Competitive Intelligence Spending
  • Survey Data: Market Access
    • Figure 10.1: Market Access Spending by Year
    • Figure 10.2: Breakdown of Market Access Spending
    • Figure 10.3: Market Access Spending: Pricing
    • Figure 10.4: Breakdown of Pricing Spending
    • Figure 10.6: Breakdown of Pharmacoeconomics Spending
    • Figure 10.5: Market Access Spending: Pharmacoeconomics
    • Figure 10.7: Market Access Spending: Reimbursement
    • Figure 10.8: Breakdown of Reimbursement Spending