European Pharmaceutical Marketing (PH71)

Launch successful European pharmaceutical brands

Products progressing through the development pipeline to launch almost always require special resource allocations to overcome a unique blend of competitive pressures, clinical proficiency, commercial prospects, and regulatory hurdles. In order to meet sales expectations and achieve more explicit commercial objectives, drug companies must back their brand teams with the proper mix of budgets and staff from the appropriate support functions at the proper times.

Failing to do so — and failing to begin preparing the market for a product well before registration — can doom brands even before they are launched. Once a product veers off the desired sales uptake curve, it is nearly impossible to get back on track. The end result may be a variety of undesirable outcomes: lackluster sales, lower-than-expected revenue streams, missed performance objectives for product managers and brand team members, and failure to meet investors' expectations.

European Pharmaceutical Marketing: Launching Successful Brands contains European marketing budgets and staffing for 23 brands — 16 brands with marketing data encompassing all of Europe, and 7 brands that highlight affiliate-level spending in several European countries, including Belgium/Luxembourg, Hungary, Italy, Portugal, Romania, Slovenia, and Switzerland. The report analyzes commercial resource allocation from early-stage development through post-launch of brands from across the industry, including niche products with modest resources, mid-level brands balancing expenditures, and larger products with blockbuster aspirations.

The report's first four chapters focus on blockbuster drugs, mid-level brands, niche products, or country-specific spending. The chapters break down brands' marketing spending and headcounts into six time periods and four spending categories:

Time Segments

• Pre-Clinical
• Phase I
• Phase II
• Phase III
• Registration and Launch
• First 12-18 Months on market

Spending Categories

• Brand activities (includes a number of core commercialization tasks including product positioning, pricing, health economics, managed care and reimbursement, etc.)
• Market research
• Thought leader development
• Advertising

Each of this report's 23 brand profiles includes analyses of the drugs' competitive landscape, promotional infrastructure, clinical profile and unique marketing objectives, all of which are reflected in the drug's resource allocation levels and patterns. Use this report to:

• Benchmark your product's marketing resources from early-stage development through post-launch
• Lobby for additional resources for your brand
• Learn about other brands' innovative strategies for overcoming clinical, regulatory, competitive and resourcing hurdles

The report also includes analysis of marketing organization structures, innovative tools and practices for communicating and coordinating efforts with European affiliates, and discussion of marketing resource allocation processes.

The commercialization of new drugs continues to challenge companies across the pharmaceutical and biotechnology sectors. This report provides valuable assistance to individuals and teams who seek guidance in the allocation of pre- and post-launch marketing resources.