- Benchmark your brand's marketing resources from early
development through post-launch
- Lobby for additional resources
- Learn how brands allocated resources to overcome
clinical, regulatory, competitive and internal hurdles
The United States continues to offer the pharmaceutical
and biotechnology sectors their most lucrative marketplace.
Dedicating the right commercial resources for US brand launch
-- at the right time -- positions a drug for years of
long-term growth.
This is easier acknowledged than accomplished,
however. A brand's resource levels depend upon a mixture of
factors: competitive pressures, clinical proficiency,
internal hurdles, regulatory challenges, sales expectations
and other elements over which US brand teams have limited
degrees of control.
United States Pharmaceutical Launches contains US
marketing budgets and staffing data for 18 brands. The
report's chapters break down brands' spending and headcounts
into six time periods and five spending categories:
Time Segments
Spending Categories
Brand Activities
This category includes resource allocations associated with basic project
and brand management and all that that entails prior to launch. Resources
dedicated in this area are allocated to strategic items such as product
positioning, pricing (if applicable), health economics, medical affairs, medical
publications, managed care and reimbursement, brand and message development,
product profile development, packaging, labeling, management of findings from
market research and thought leader interactions, the development of promotional
strategies, and other strategic branding activities.
Return to the list of
spending categories
Market Research
This category includes resource allocations associated with the design and
execution of market research and competitive intelligence studies.
Return to the list of spending
categories
Thought Leader Development
This category includes all resource allocations associated with thought leader and opinion leader activities, such as advisory boards, KOL
meetings and field-based work with national, regional, and local doctors.
Return to the list of spending
categories
Advertising
This category includes all resource allocations associated with advertising
and promotions, such as formal advertising to physicians, direct-to-consumer
advertising, development of
conference materials, educational posters, public relations activity, internet
activity, and the range of unique promotional tasks that supports every brand.
Note one key exception to this area: advertising here does not include
expenditures for sales force operations and support.
Return to the
list of spending categories
Sales
This category includes all resource allocations associated with sales force
activities dedicated to brand promotion, such as sales force training and
deployment, promotional item development, compensation and samples management.
Return to the list of spending
categories
Pre-Clinical
The period encompassing pre-clinical testing in laboratory and animal
studies to assess safety, biological activity and formulations. On average,
pre-clinical testing lasts more than six years, and it precedes filing with
the FDA or other regulatory body for approval to initiate human clinical
trials.
Return to the list of time segments
Phase I
The period in which a drug is first tested in
healthy human volunteers to determine safety and dosage.
Return to the list of time segments
Phase II
The period of time – usually about two years – when a drug is tested in
larger numbers of patients to evaluate effectiveness and look for side effects.
Return to the list of time segments
Phase III
The period encompassing large-scale clinical testing to determine efficacy and
safety prior to submission for
regulatory approval.
Return to the list of time segments
Registration and Launch
The period beginning with submission for regulatory approval with the FDA and ending with approval for marketing and actual
product launch in the United States.
Return to the list of time segments
First 12-18 Months on market
The period of time immediately following initial launch in the United
States that encompasses at least one 12-month cycle
Return to the list of time segments
Free
Research Reports
Complete the surveys below to get free findings
from each study!
Consulting
Services
Let
Cutting Edge Information help you build revenues, reduce costs, and increase
efficiency.
RESEARCH REPORTS
Download Free Report Summary
Overview