Get the Right Marketing Mix — and Ensure Quick Market Uptake
In today’s competitive, payer-driven landscape, brand commercialization encompasses a dizzying range of undertakings. Making investment decisions in all of these areas, from promotions to market access to medical affairs, is more complex than ever.
No two companies approach this marketing puzzle in the same way. Lacking a crystal ball, brand teams and their allies invest millions of dollars to create an effective mix and position their drugs for rapid uptake. Their decisions play a critical role in determining whether a product exceeds sales expectations — or falls short of its goals.
This report showcases in-depth investment benchmarks for the launches of 15 real brands in the US, EU and other key markets. These easy-to-navigate brand launch profiles — which address a wide range of competitive pressures, therapeutic areas, resource support scenarios, clinical proficiencies and commercial prospects — serve as models for teams moving toward market:
Win critical resources for commercialization and launch
Explore brand spending benchmarks across five large categories and 15 detailed subcategories. Use this data to avoid underspending in critical areas and overspending in others — and align resources with key strengths and weaknesses.
Focus resources at different points in the launch window
While no two brand launches are identical, companies follow similar patterns in allocating marketing resources — amping up investments as the product moves through development. Follow these patterns as you explore resource data for each brand from Phase 3 through post-launch.
Diversify investments and avoid mistakes
See how other companies handle launch allocations, and learn from their mistakes. Unpack each brand’s story to understand why certain decisions were made regarding different marketing tactics and resource allocations.
The following excerpt is a key finding from the full report's executive summary:
Shift Spending Focus as Products Progress Toward Launch
Though no two brands’ commercialization strategies are the same, the majority of companies follow similar patterns when launching pharmaceutical products. As brands move from development toward launch they shift from market prep activities to advertising and promotion expenditures. Figures E.2, E.3 and E.4 [included in the full report] highlightthis trend among the US brands covered in this report across five high-level categories.
As shown in the data, resources tend to shift away from decision-support activities and flow into advertising and promotion efforts as clinical trials end and products launch into the marketplace. This trend makes sense as market preparation shifts to actual market activities. With the market entry strategies ready, companies can concentrate on implementing these strategies in the real world.
During launch year, over 50% of all spending is earmarked for advertising and promotion activities (not including DTC — which, when used, drives these percentages significantly higher). While medical affairs expenses still consume 28.6% of total spending, advertising and promotion increases leave decision support and market access with only a combined 18.1% of all launch spending.
Ideally, all prerequisite spending is accomplished prior to launch with only minimal amounts necessary for continued coverage of market access and decision support needs. This leaves the majority of funding available for providing the brand the best marketing support to garner the greatest share of the market within its first six months on market.
At the same time, medical affairs activities remain somewhat constant throughout the launch window. However, resources may shift between the subcategories slightly as products move closer to launch. Market access spending increases as a percentage of the commercialization spending mix right before launch as companies make a final push for formulary access and pricing points. Overall, however, spending for market access activities does not increase on average immediately before launch. Instead, actual dollars spent remains somewhat constant from the previous time frame.