Research Triangle Park, NC – For a quick and comprehensive overview of what made a successful drug launch in 2004, see the cover of this month’s issue of Med Ad News. In his article titled “Launch Code,” author Steven Niles showcases last year’s top 10 pharmaceutical product launches. For the full-length article, visit:
www.pharmalive.com/magazines/medad/view.cfm?articleID=2394

According to the article, “successful new drug launches result from early planning and a well-differentiated product that wastes no time in reaching the market once approved.” Mr. Niles compiled a list of the best-performing first-year products in 2004. These included: GlaxoSmithKline’s Wellbutrin XL, with $851 million in U.S. sales; Lilly’s Strattera, Abbott’s Humira, and AstraZeneca’s Crestor, which surpassed the $500 million level in their first full year; an erectile-dysfunction drug, Cialis; Bristol-Myers Squibb’s Reyataz; Genentech/Novartis/Tanox’s Xolair; AstraZeneca’s Iressa; MGI Pharma’s Aloxi; and Millennium’s Velcade.

In the article, business intelligence firm Cutting Edge Information reveals some of the key marketing investment figures for brands with top annual sales forecasts. CEO Jason Richardson and the research team also comment on some of the reasons why these brands are successful.

According to Cutting Edge Information senior analyst Eric Bolesh, for a product launch to be successful, the first six to 12 months are critical. If a brand is unable to differentiate itself in the marketplace in those first months, the long-term sales uptake curve may be permanently stunted.

"What we’ve seen in our research and working with a lot of these companies is that they’re able to start in preclinical development," Eric Bolesh, senior analyst at Cutting Edge Information told Med Ad News. "Before they even get to clinical trials, they’re starting to put together some market research, on a relatively basic level, to look at what the competitive landscape for that drug might look like."

 
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