pharmaceutical brand performance

3.11.2014 Brand Management

Brand Marketing and Commercialization: Giving Personality to Your Product

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 product’s marketing and public image.  But brand marketing – and brand commercialization –...
 

1.17.2013 Brand Management

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...
 

12.10.2012 Brand Management

If Pricing Goes Wrong, the Whole Launch Goes Wrong

As the year comes to a close, Cutting Edge Information is taking a look at the best and worst brand launches in the US over the past year. The line between a massively successful launch and a potentially disastrous one is razor thin. With that a mind, we've put...
 

10.10.2012 Brand Management

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...
 

8.20.2012 Marketing

Patient Adherence: Increased Dedication Fuels Bigger Budgets

Saying that patient adherence is straightforward is like saying the only thing required to compete at the Olympics is a plane ticket. It’s simply not true. Fostering long-term patient adherence goes beyond the scope of simply getting patients to take their...
 

8.8.2012 Brand Management

Pharmaceutical Companies Shape Commercialization Strategies with Market Research and Competitive Intelligence

Commercialization teams face tremendous challenges as they bring new pharmaceutical brands to market. Many of the decisions these individuals make ultimately determine a brand's success or failure. With this great weight on their shoulders, commercialization teams...
 

3.30.2012 Marketing

Patients Are Non-Adherent for a Multitude of Reasons

By Michelle Vitko, Senior Research Analyst In an earlier blog post, I discussed the cost of patient non-adherence -- poorer health outcomes for patients and billions of dollars in lost product revenue. Low adherence rates have been a problem for a...
 

3.16.2012 Marketing

As Patients Turn to Internet, Companies Build Dedicated Adherence Teams

By Michelle Vitko, Research Analyst Drug companies are increasingly building centralized Patient Adherence teams, as revealed in our latest study on patient adherence. This is a recent development, with most companies reaching the decision to create...
 

2.20.2012 Health Economics and Outcomes Research (HEOR)

Communicating the Value of Innovation through Health Economics Analysis

By Shaylyn Pike,Senior Research Analyst Once upon a time, a brand team's quest ended at marketing approval; revenues would take care of themselves. Fast forward 20 years, and the industry faces a much more challenging road to brand success. Receiving...
 

11.30.2011 Brand Management

Provider Support Programs Drive Highest ROI with 26% of Pharma Revenue

Benchmarking study results show the budget allocations and ROI for pharmaceutical brands' marketing programs   Provider support programs – initiatives implemented by drug companies to assist physicians in reimbursement for patient therapies – drive 26...