RESEARCH TRIANGLE PARK, NC – A newly published benchmarking study on US post-launch marketing reveals five signposts for brand success (first three years on the market). The complete report is available for download at:  http://cuttingedgeinfo.com/postlaunchmarketing/PH87_Download.asp#body

According to Eric Bolesh, Research Team Leader at business intelligence firm Cutting Edge Information, “Our research analysts synthesized five principles from the full breadth and scope of this project’s research. The principles are signposts to help you improve your understanding of marketing resource allocation as it relates to the post-commercialization of new products in the United States.”

Five Principles for Success

While these five “signposts” are not inclusive of all elements in this report, they emphasize its central and most critical concepts:

1) Modify year-over-year spending to fit brand needs – Each brand profiled in the report followed a spending pattern that was uniquely suited to its commercial needs.

2) Identify and support critical components of the promotional mix – Each brand developed a distinct promotional mix that addressed unique challenges and objectives. Brands made very different resourcing decisions – even within the narrow confines set by the study – according to their specific needs.

3) Increase spending alongside rising sales expectations – Overall, expected time to peak sales had little impact on spending levels.

4) Confirm role of major cost categories in total financial allocation – All nine brands followed comparable patterns when the three major spending categories of expenditures are compared against total budgets through the first three years.

5) Build formal market access capabilities as funding allows – Significant market access spending tended to be the territory of larger companies with established managed markets and reimbursement groups.

Access the Full Benchmarking Study

The full report, titled “Post-Launch US Marketing: Promotional Mix, Decision Support and Market Access” is available at http://cuttingedgeinfo.com/postlaunchmarketing/index.htm and provides a comprehensive breakdown of brand promotional spending, excluding sales force budgets, in the first three years on the market. The report details the most critical areas of brand investment, including:

• Promotional mix (e.g. detail aids, samples, speaker programs and journal ads)

• Decision support (market research and competitive intelligence)

• Market access (e.g. reimbursement and pharmacoeconomics)

For more information or to learn about other Cutting Edge Information research, contact Eric Bolesh at eric_bolesh@cuttingedgeinfo.com or 1-919-433-0209.

 

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