Overview

Companies

Metrics

Purchase

RESOURCE ALLOCATION AND STRATEGIC PROFILES
Figure E.1: Study Context: Therapeutic Areas..............16
Figure E.2: Niche Brand Commercialization Spending Breakdown..............25
Figure E.3: Percent of Marketing Budget by Phase..............26

GLOBAL RESOURCE ALLOCATION
Figure 1.1: Mid-Level Brand Global Expenditures and Sales..............30
Table 1.1: Global Launch Context..............31
Figure 1.2: Global Spending..............36
Figure 1.3: Global Staffing..............36
Figure 1.4: Global Activities Spending..............37
Figure 1.5: Global Activities Staffing..............37
Figure 1.6: Global Market Research Spending..............38
Figure 1.7: Global Market Research Staffing..............38
Figure 1.8: Global Thought Leader Development Spending..............39
Figure 1.9: Global Thought Leader Development Staffing..............39
Figure 1.10: Global Advertising Spending..............40
Figure 1.11: Global Advertising Staffing..............40

Brand 1
Table 1.2: Brand 1 Spending..............42
Figure 1.12: Brand 1: Budget Allocation..............42
Table 1.3: Brand 1 Staffing..............43
Figure 1.13: Brand 1: Staffing Allocation..............43
Figure 1.14: Brand 1: Launch Context..............44

Brand 2
Table 1.4 Brand 2 Spending Table..............48
Figure 1.15: Brand 2: Budget Allocation..............48
Table 1.5: Brand 2 Staffing Table..............49
Figure 1.16: Brand 2: Staffing Allocation..............49
Figure 1.17: Brand 2: Launch Context..............50

Brand 3
Table 1.6: Brand 3 Spending..............54
Figure 1.18: Brand 3: Budget Allocation..............54
Table 1.7: Brand 3 Staffing..............55
Figure 1.19: Brand 3: Staffing Allocation..............55
Figure 1.20: Brand 3: Launch Context..............56

Brand 4
Table 1.8: Brand 4 Spending..............60
Figure 1.21: Brand 4: Budget Allocation..............60
Table 1.9: Brand 4 Staffing..............61
Figure 1.22: Brand 4: Staffing Allocation..............61
Figure 1.23: Brand 4: Launch Context..............62

Brand 5
Table 1.10: Brand 5 Staffing..............66
Figure 1.24: Brand 5: Budget Allocation..............66
Table 1.11: Brand 5 Spending..............67
Figure 1.25: Brand 5: Staffing Allocation..............67
Figure 1.26: Brand 5: Launch Context..............68

EUROPEAN MARKETING
Figure 2.1: European Marketing Mix..............75
Table 2.1: European Launch Context..............76
Figure 2.2: European Total Spending..............81
Figure 2.3: European Total Staffing..............81
Figure 2.4: European Brand Activities Spending..............82
Figure 2.5: European Brand Activities Staffing..............82
Figure 2.6: European Market Research Spending..............83
Figure 2.7: European Market Research Staffing..............83
Figure 2.8: European Thought Leader Development Spending..............84
Figure 2.9: European Thought Leader Development Staffing..............84
Figure 2.10: European Advertising Spending..............85
Figure 2.11: European Advertising Staffing..............85
Figure 2.12: Average European Marketing Spending as % of European Peak Annual Sales (by Resource Category)..............88
Figure 2.13: Average Peak European Marketing Staffing (by Resource Category)..............88
Figure 2.14: European Marketing Spending (as % of European Peak Annual Sales)..............89
Figure 2.15: Niche Brands’ Peak Total Marketing Staffing..............89
Figure 2.16: Brand Activities Spending (as % of European Peak Annual Sales)..............90
Figure 2.17: Peak European Brand Activities Staffing 90
Figure 2.18: European Market Research Spending (as % of European Peak Annual Sales)..............91
Figure 2.19: Peak European Market Research Staffing..............91
Figure 2.20: European Thought Leader Development Spending (as % of European Peak Annual Sales)..............92
Figure 2.21: Peak European Thought Leader Development Staffing..............92
Figure 2.22: European Advertising Spending (as % of European Peak Annual Sales)..............93
Figure 2.23: Peak European Advertising Staffing..............93

Brand 6
Table 2.2: Brand 6 Spending..............95
Figure 2.24: Brand 6: Budget Allocation..............95
Table 2.3: Brand 6 Staffing..............96
Figure 2.25: Brand 6: Staffing Allocation..............96
Figure 2.26: Brand 6: Launch Context..............97

Brand 7
Table 2.4: Brand 7 Spending..............101
Figure 2.27: Brand 7: Budget Allocation..............101
Table 2.5: Brand 7 Staffing..............102
Figure 2.28: Brand 7: Staffing Allocation..............102
Figure 2.29: Brand 7: Launch Context..............103

Brand 8
Table 2.6: Brand 8 Spending Table..............107
Figure 2.30: Brand 8: Budget Allocation..............107
Table 2.7: Brand 8 Staffing Table..............108
Figure 2.31: Brand 8: Staffing Allocation..............108
Figure 2.32: Brand 8: Launch Context..............109

Brand 9
Table 2.8: Brand 9 Spending..............114
Figure 2.33: Brand 9: Budget Allocation..............114
Table 2.9: Brand 9 Staffing..............115
Figure 2.34: Brand 9: Staffing Allocation..............115
Figure 2.35: Brand 9: Launch Context..............116
Table 2.10: Brand 10 Spending..............119

Brand 10
Figure 2.36: Brand 10: Budget Allocation..............120
Figure 2.37: Brand 10: Budget Allocation (Early-Stage)..............120
Table 2.11: Brand 10 Staffing..............121
Figure 2.38: Brand 10: Staffing Allocation..............121
Figure 2.39: Brand 10: Launch Context..............122

Brand 11
Table 2.12: Brand 11 Staffing..............126
Figure 2.41: Brand 10: Budget Allocation (Early-Stage)..............127
Figure 2.40: Brand 11: Budget Allocation..............127
Table 2.13: Brand 11 Spending..............128
Figure 2.42: Brand 11: Staffing Allocation..............128
Figure 2.43: Brand 11: Launch Context..............129

US COMMERCIALIZATION
Figure 3.1: US Marketing Mix..............134
Table 3.1: US Launch Context..............135
Figure 3.2: US Total Spending..............138
Figure 3.3: US Total Staffing..............138
Figure 3.4: US Brand Activities Spending..............140
Figure 3.5: US Brand Activities Staffing..............140
Figure 3.6: US Market Research Spending..............141
Figure 3.7: US Market Research Staffing Figure..............142
Figure 3.8: US Thought Leader Development Spending..............143
Figure 3.9: US Thought Leader Development Staffing..............144
Figure 3.10: US Advertising Spending..............145
Figure 3.11: US Advertising Staffing..............145

Brand 12
Table 3.2: Brand 12 Spending..............147
Figure 3.12: Brand 12: Budget Allocation..............147
Table 3.3: Brand 12 Staffing Table..............148
Figure 3.13: Brand 12: Staffing Allocation..............148
Figure 3.14: Brand 12: Launch Context..............149
Figure 3.15: Brand 12 Sales Investment vs. US Average..............151

Brand 13
Table 3.4: Brand 13 Spending..............153
Figure 3.16: Brand 13: Budget Allocation..............154
Figure 3.17: Brand 13: Budget Allocation (Early-Stage)..............154
Table 3.5: Brand 13 Staffing Table..............155
Figure 3.18: Brand 13: Staffing Allocation..............155
Figure 3.19: Brand 13: Launch Context..............156
Figure 3.20: Brand 13 Sales Investment vs. US Average..............159

Brand 14
Table 3.6: Brand 14 Spending..............161
Figure 3.22: Brand 14: Budget Allocation (Early-Stage)..............162
Figure 3.21: Brand 14: Budget Allocation..............162
Table 3.7: Brand 14 Staffing Table..............163
Figure 3.23: Brand 14: Staffing Allocation..............163
Figure 3.24: Brand 14: Launch Context..............164
Figure 3.25: Brand 14 Sales Investment vs. US Average..............167

Brand 15
Table 3.8: Brand 15 Spending..............169
Figure 3.27: Brand 15: Budget Allocation (Early-Stage)..............170
Figure 3.26: Brand 15: Budget Allocation..............170
Table 3.9: Brand 15 Staffing Table..............171
Figure 3.28: Brand 15: Staffing Allocation..............171
Figure 3.29: Brand 15: Launch Context..............172
Figure 3.30: Brand 15 Sales Investment vs. US Average..............175

Brand 16
Table 3.10: Brand 16 Spending..............177
Figure 3.32: Brand 16: Budget Allocation (Early-Stage)..............178
Figure 3.31: Brand 16: Budget Allocation..............178
Table 3.11: Brand 16 Staffing Table..............179
Figure 3.33: Brand 16: Staffing Allocation..............179
Figure 3.34: Brand 16: Launch Context..............180
Figure 3.35: Brand 16 Sales Investment vs. Niche Average..............183

Brand 17
Table 3.12: Brand 17 Spending..............185
Figure 3.36: Brand 17: Budget Allocation..............185
Table 3.13: Brand 17 Staffing Table..............186
Figure 3.37: Brand 17: Staffing Allocation..............186
Figure 3.38: Brand 17: Launch Context..............187
Figure 3.39: Brand 17 Sales Investment vs. Niche Average..............190