Determining a Pharma Brand Budget: No One-Size-Fits-All Solution

Natalie DeMasi, clinical development and medical affairs researcher
By Natalie DeMasi,
Senior Research Analyst

A common challenge facing life science companies is determining a pharmaceutical brand launch budget. No one size fits all because these budgets depend on a number of different factors, including product type, expected peak revenue and market circumstances. Add to this individual companies’ own resource limitations, and a designing a pharma brand budget becomes a very daunting task.

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Pharma Companies Focus Pre-Clinical New Product Planning on Medical Affairs Expenditures

Victoria Cavicchi, pharmaceutical social media researcher
By Victoria Cavicchi,
Senior Research Analyst

Pharmaceutical brand spending is a key consideration as commercialization groups begin pre-clinical new product planning.  Life sciences companies must be able to right-size brand support across many functions. Throughout a product’s lifecycle, brand teams must be able to determine budget allocation across medical affairs, market access and marketing expenditures.  In the early stages of new product planning, commercialization groups often focus pharma brand spending on medical affairs activities. Continue reading



Some Companies Leverage Medical Device Clinical Trials to Supplement FDA Submissions and Enhance Marketing Messages Despite Avoiding Necessity to Complete Them

David Richardson, pharmaceutical commercialization and launch expert
By David Richardson,
Director of Research

The US Food and Drug Administration (FDA) does not require that all device manufacturers conduct medical device clinical trials, nor does it require that they file study findings along with regulatory submissions.  Companies developing medical devices that are similar to other products in the US market can use the pre-market notification 510(k) submission which requires bench and laboratory data, but not full-blown clinical trials. Continue reading


Next-Gen Drugs Offer Companies High Yield Pharma LCM Solutions

Victoria Cavicchi, pharmaceutical social media researcher
By Victoria Cavicchi,
Research Analyst

Pharmaceutical companies have no shortage of options when looking for line extension strategies. Many turn to new formulations, new indications or combination drugs to boost their brand’s lifespan. However, for those companies that have the capital to invest in pharma LCM solutions, next generation drugs may be their best bet.  This particular strategy yields the highest returns, but also takes the largest investment. Continue reading


Mitigating the Risks of CER Clinical Trials

Natalie DeMasi, clinical trial and comparative effectiveness researcher
By Natalie DeMasi,
Research Analyst

One of the best ways to prove a product’s worth is to quash a competing product in comparative effectiveness research (CER) clinical trials.  Conversely, one of the best ways to harm a product’s market success is to be crushed in a comparator trial.  Of course, most CER clinical trials are not this definitive, but there are always risks of unexpected negative revelations.  Despite this, many life sciences companies look to comparative effectiveness findings to aid market access and commercialization efforts. Continue reading


Brand Marketing and Commercialization: Giving Personality to Your Product

Natalie DeMasi, clinical development and medical affairs researcher
By Natalie DeMasi,
Research Analyst

Most patients will never know the science behind the pills they take.  What they often do know, however, is the products marketing and public image.  But brand marketing – and brand commercialization – is more than making the products name widely known.  It is also more than doodling a fancy cartoon or song to promote a product.  According to a recent study from Concordia University, brand marketing is about creating a personality for the brand. Continue reading


Facilitate Brand-Specific Early Commercialization Activities

The window between Phase 3 and six months after drug product launch marks a pivotal time for pharmaceutical and biotechnology companies’ commercial efforts.  As products move through the pipeline, companies shift from market preparatory activities — such as medical and scientific communications — to heavy commercial activities — such as advertising and promotional campaigns.  Drug and device companies are now getting an earlier jump on initial commercialization activities — targeting strategic communications with key audiences, such as healthcare providers, payers and consumers, well before product launch.  Continue reading



Intended Usage Often Guides Brands’ Commercialization Strategies

Today pharmaceutical brand commercialization efforts begin earlier and earlier. Some companies even begin certain activities as early as pre-clinical work in support of particularly promising products. The key time period for pharmaceutical brands’ marketing success begins at Phase 3 and runs through brands’ early launch windows, however. Here companies lay the foundations for marketing strategies and prepare markets for the arrival of their newest innovations. Continue reading