Overview

Companies

Metrics

Purchase

Each of the first three chapters in Early-Stage Pharmaceutical Marketing contains brand profiles that detail the following metrics:

• Brand spending by time period (Pre-Clinical, Phase I, Phase II and Phase III)
   
• Brand headcounts by time period (Pre-Clinical, Phase I, Phase II and Phase III)
   
• Spending and staffing allocations for core brand activities in all four time periods
   
• Spending and staffing allocations for market research in all four time periods
   
• Spending and staffing allocations for thought leader development in all four time periods
   
• Spending and staffing allocations for advertising in in all four time periods

Chapter-wide analysis unites all brand data:

• Chapter One: total spending and staffing for brand activities, market research, thought leader development and advertising -- in all four time periods -- for all six brands with blockbuster expectations.
   
• Chapter Two: total spending and staffing for brand activities, market research, thought leader development and advertising -- in all four time periods -- for all five mid-level brands (projected peak annual sales of $500 million to $1 billion).
   
• Chapter Three: total spending and staffing for brand activities, market research, thought leader development and advertising -- in all four time periods -- for all five niche brands (projected peak annual sales of less than $500 million).

Also included in the report is data on the timing of early-phase marketing activities. Five companies provided data on when they perform the following activities, as measured by the development phase and number of years before launch in which they occur:

• Market Assessments
   
• Peak Annual Sales Projections
   
• Product Positioning Development
   
• Product Positioning Updates
   
• Product Profile and Concept Development
   
• Key Message Platform Development
   
• Key Opinion Leader Development
   
• Clinical Plan Development
   
• Product Labeling
   
• Pricing Studies