Overview

Companies

Metrics

Purchase

EXECUTIVE SUMMARY
Figure E.1: Mirroring Niche Allocations Early and Blockbuster Allocations Late..............12
Figure E.2: Study Context: Therapeutic Areas..............14

 

GLOBAL RESOURCE ALLOCATION
Figure 1.1 Mid-Level Brand Expenditures and Sales..............28
Table 1.1: Mid-Level Brand Table..............29
Figure 1.2: Mirroring Niche Allocations Early and Blockbuster Allocations Late..............31
Figure 1.3: Mid-Level Brands’ Staffing Mirrors Niche Brands’ Staffing
Throughout Early Development..............31
Figure 1.4: Total Global Spending..............34
Figure 1.5: Total Global Staffing..............34
Figure 1.6: Global Brand Activities Spending..............35
Figure 1.7: Global Brand Activities Staffing..............35
Figure 1.8: Global Market Research Spending..............36
Figure 1.9: Global Market Research Staffing..............36
Figure 1.10: Global Thought Leader Development Spending..............37
Figure 1.11: Global Thought Leader Development Staffing..............37
Figure 1.12: Global Advertising Spending..............38
Figure 1.13: Global Advertising Staffing..............38

Brand 1
Table 1.2: Brand 1 Spending..............40
Figure 1.14: Brand 1: Global Spending Allocation..............40
Table 1.3: Brand 1 Staffing Table..............41
Figure 1.15: Brand 1: Global Staffing Allocation..............41
Figure 1.16: Brand 1: Launch Context..............42

Brand 2
Table 1.4: Brand 2 Spending..............47
Figure 1.17: Brand 2: Global Spending Allocation..............47
Table 1.5: Brand 2 Staffing..............48
Figure 1.18: Brand 2: Staffing Allocation..............48
Figure 1.19: Brand 2: Launch Context..............49

Brand 3
Table 1.6: Brand 3 Spending..............53
Figure 1.20: Brand 3: Global Spending Allocation..............53
Table 1.7: Brand 3 Staffing..............54
Figure 1.21: Brand 3: Staffing Allocation..............54
Figure 1.22: Brand 3: Launch Context..............55

Brand 4
Table 1.8: Brand 4 Spending..............60
Figure 1.23: Brand 4: Global Spending Allocation..............60
Table 1.9: Brand 4 Staffing..............61
Figure 1.24: Brand 4: Global Staffing Allocation..............61
Figure 1.25: Brand 4: Launch Context..............62

Brand 5
Table 1.10: Brand 5 Spending Table..............67
Figure 1.26: Brand 5: Global Spending Allocation..............67
Table 1.11: Brand 5 Staffing Table..............68
Figure 1.27: Brand 5: Global Staffing Allocation..............68
Figure 1.28: Brand 5: Launch Context..............69

 

EUROPEAN MARKETING
Figure 2.1: European Marketing Mix..............77
Table 2.1: European Brand Table..............78
Figure 2.2: European Total Spending..............82
Figure 2.3: European Total Staffing..............82
Figure 2.4: European Brand Activities Spending..............83
Figure 2.5: European Brand Activities Staffing..............83
Figure 2.6: European Market Research Spending..............84
Figure 2.7: European Market Research Staffing..............84
Figure 2.8: European Thought Leader Development Spending..............85
Figure 2.9: Mid-Level Brand Thought Leader Development Staffing..............85
Figure 2.10: Mid-Level Brand Advertising Spending..............86
Figure 2.11: Mid-Level Brand Advertising Staffing..............86
Figure 2.12: European Brands’ Average Marketing Spending as % of European Peak
Annual Sales (by Resource Category)..............89
Figure 2.13: Mid-Level Brands’ Average Peak Marketing Staffing (by Resource
Category)..............89
Figure 2.14: European Brands’ Total Marketing Spending (as % of European Peak
Annual Sales)..............90
Figure 2.15: European Brands’ Peak Total Marketing Staffing..............90
Figure 2.16: European Brands’ Brand Activities Spending (as % of European Peak
Annual Sales)..............91
Figure 2.17: European Brands’ Peak Brand Activities Staffing..............91
Figure 2.18: European Brands’ Market Research Spending (as % of European
Peak Annual Sales)..............92
Figure 2.19: European Brands’ Peak Market Research Staffing..............92
Figure 2.20: European Brands’ Thought Leader Development Spending (as % of
European Peak Annual Sales)..............93
Figure 2.21: European Brands’ Peak Thought Leader Development Staffing..............93
Figure 2.22: European Brands’ Advertising Spending (as % of European Peak
Annual Sales)..............94
Figure 2.23: European Brands’ Peak Advertising Staffing..............94

Brand 6
Table 2.2: Brand 6 Spending..............96
Figure 2.25: Brand 6: Budget Allocation (Early-Stage)..............97
Figure 2.24: Brand 6: Budget Allocation..............97
Table 2.3: Brand 6 Staffing Table..............98
Figure 2.26: Brand 6: Staffing Allocation..............98
Figure 2.27: Brand 6: Launch Context..............99

Brand 7
Table 2.4: Brand 7 Spending..............103
Figure 2.29: Brand 7: Budget Allocation (Early-Stage)..............104
Figure 2.28: Brand 7: Budget Allocation..............104
Table 2.5: Brand 7 Staffing..............105
Figure 2.30: Brand 7: Staffing Allocation..............105
Figure 2.31: Brand 7: Launch Context..............106

Brand 8
Table 2.6: Brand 8 Spending..............110
Figure 2.33: Brand 6: Budget Allocation (Early-Stage)..............111
Figure 2.32: Brand 8: Budget Allocation..............111
Table 2.7: Brand 8 Staffing..............112
Figure 2.34: Brand 8: Staffing Allocation..............112
Figure 2.35: Brand 8: Launch Context..............113

Brand 9
Table 2.8: Brand 9 Spending..............117
Figure 2.37: Brand 6: Budget Allocation (Early-Stage)..............118
Figure 2.36: Brand 9: Budget Allocation..............118
Table 2.9: Brand 9 Staffing..............119
Figure 2.38: Brand 9: Staffing Allocation..............119
Figure 2.39: Brand 9: Launch Context..............120

 

US MARKETING
Table 3.1: US Brand Table..............126
Figure 3.1: US Marketing Mix..............128
Figure 3.2: US Total Spending..............129
Figure 3.3: US Total Staffing..............129
Figure 3.4: US Brand Activities Spending..............131
Figure 3.5: US Brand Activities Staffing..............132
Figure 3.6: US Market Research Spending..............133
Figure 3.7: US Market Research Staffing..............133
Figure 3.8: US Thought Leader Development Spending..............135
Figure 3.9: US Thought Leader Development Staffing..............135
Figure 3.10: US Advertising Spending..............136
Figure 3.11: US Advertising Staffing..............137

Brand 10
Table 3.2: Brand 10 Spending..............139
Figure 3.13: Brand 10: Budget Allocation (Early-Stage)..............140
Figure 3.12: Brand 10: Budget Allocation..............140
Table 3.3: Brand 10 Staffing Table..............141
Figure 3.14: Brand 10: Staffing Allocation..............141
Figure 3.15: Brand 10: Launch Context..............142
Figure 3.16: Brand 10 Sales Investment vs. US Average..............145

Brand 11
Table 3.4: Brand 11 Spending..............147
Figure 3.18: Brand 11: Budget Allocation (Early-Stage)..............148
Figure 3.17: Brand 11: Budget Allocation..............148
Table 3.5: Brand 11 Staffing Table..............149
Figure 3.19: Brand 11: Staffing Allocation..............149
Figure 3.20: Brand 11: Launch Context..............150
Figure 3.21: Brand 11 Sales Investment vs. US Average..............152

Brand 12
Table 3.6: Brand 12 Spending..............154
Figure 3.23: Brand 12: Budget Allocation (Early-Stage)..............155
Figure 3.22: Brand 12: Budget Allocation..............155
Table 3.7: Brand 12 Staffing Table..............156
Figure 3.24: Brand 12: Staffing Allocation..............156
Figure 3.25: Brand 12: Launch Context..............157
Figure 3.26: Brand 12 Sales Investment vs. US Average..............159

Brand 13
Table 3.8: Brand 13 Spending..............161
Figure 3.28: Brand 13: Budget Allocation (Early-Stage)..............162
Figure 3.27: Brand 13: Budget Allocation..............162
Table 3.9: Brand 13 Staffing Table..............163
Figure 3.29: Brand 13: Staffing Allocation..............163
Figure 3.30: Brand 13: Launch Context..............164
Figure 3.31: Brand 13 Sales Investment vs. US Average..............166

Brand 14
Table 3.10: Brand 14 Spending..............168
Figure 3.33: Brand 14: Budget Allocation (Early-Stage)..............169
Figure 3.32: Brand 14: Budget Allocation..............169
Table 3.11: Brand 14 Staffing Table..............170
Figure 3.34: Brand 14: Staffing Allocation..............170
Figure 3.35: Brand 14: Launch Context..............171
Figure 3.36: Brand 14 Sales Investment vs. US Average..............174

Brand 15
Table 3.12: Brand 15 Spending..............176
Figure 3.38: Brand 15: Budget Allocation (Early-Stage)..............177
Figure 3.37: Brand 15: Budget Allocation..............177
Table 3.13: Brand 15 Staffing Table..............178
Figure 3.39: Brand 15: Staffing Allocation..............178
Figure 3.40: Brand 15: Launch Context..............179
Figure 3.41: Brand 15: Sales Investment vs. US Average..............180