Drug Commercialization


Drug Commercialization: Benchmarking Brand Spend Across the Product Lifecycle

This research examines drug commercialization and brand spend throughout the product lifecycle to help teams devise and benchmark their own commercialization expenses. This report also investigates how revenue, launch market, company size, patient population size and market entry classification affect the company’s investment in each lifecycle stage.

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Report Details and Features

Drug Commercialization: Benchmarking Brand Spend Across the Product Lifecycle

  • Publication Date: February 2018
  • Pages: 281
  • Chapters: 9
  • Metrics: 500+
  • Charts/Graphics: 180+

 Cutting Edge Information analysts classify surveyed teams based on four primary criteria: 

  • launch market 
  • company size 
  • target patient population size 
  • market entry classification   

Top Reasons to Buy This Drug Commercialization Report

Identify overarching trends in brand spend to guide how to create a successful brand spend and drug commercialization strategy for your company. Allocating brand spend correctly can differentiate a successful drug commercialization strategy from an unsuccessful one. This report explores the factors that make products’ brand spend different. It also provides an overview of surveyed teams’ brand spend and the strategies teams use to determine these spending levels.

Determine brand spend for your company using projected peak annual revenue. Several factors help determine when and where brand spend should be allocated. One of the most crucial determiners of brand spend is the expected peak annual revenue of the product. Drug Commercialization discusses how expected peak annual revenue correlates to brand spend. Drug commercialization teams can use the research presented in this study to see how expected peak revenue affects how brands structure their spending throughout the product’s lifecycle.

Establish a commercialization team that is cross-functional, collaborative and shifts responsibilities throughout the product lifecycle. Some of the responsibilities of drug commercialization teams include being responsible for forecasting the product’s market share, healthcare community reaction and overall revenue. Given all of these different pieces, drug commercialization teams consist of personnel across the organization. The research describes which functional groups to include on commercialization teams and how these groups change over time. The best practices and detailed case studies in this report will help your team make critical decisions to create your own unique product commercialization team.

Excerpt: Drug Commercialization: Benchmarking Brand Spend Across the Product Lifecycle

This sample content comes from Chapter 5, “Brand Spend, by Launch Market. 


Brands that launch globally usually have the highest brand spends overall. These launches often include some of the largest markets, such as the US and large European countries, increasing the potential patients pool and the cost associated with launch. Though global brands usually have the highest cost through a product’s lifetime, they can also typically have the highest revenues.

Figure 5.7 and Figure 5.8 show the range, average and median brand spend and percentage change in brand spend at each lifecycle stage for global launches.

Global brands typically continue to increase brand spend through each stage of the lifecycle. The average and median brand spend increase with each lifecycle stage, with the exception of Phase 2 to Phase 3.

Despite the significantly higher minimum and average brand spend that occur during launch, the largest average change overall occurs after regulatory submission has been filed. After submission, all surveyed teams with global launches spend at least $2 million and increase its brand spend by at least 33% from the previous phase.

On average, after regulatory submission is filed is when surveyed global teams see the largest increase in brand spend. Surveyed teams increase their brand spend after submission by an average of 111%, and some even double the spend from the first part of Phase 3.

Examples of companies that have participated in this study:


Table of Contents

18      Executive Summary
19      About this Report
30     Brand Spend and Commercialization: Key Recommendations for Success
38     Brand Spend and Commercialization Best Practices
39     Determining Brand spend
48     Commercialization Best Practices
54     Revenue Driving Brand Spend
55     Reaching Projected Peak Revenue
63     Brand Spend Compared to Peak Annual Revenue
74     Commercialization Team Structure and Planning
75     Product commercialization Team Structure
83    Preparing for Commercialization
89    Brand Spend Allocation
91     Commercial Spend
97    Medical Affairs Spend
99    KOL Engagement
102  Reimbursement spend
107  Brand Spend Across All Functions and Lifecycle Stages
112  Brand Spend, by Launch Market
118  Global Brand Launches
134  Brand Spend, by Company Size
144  Brand spend: Large Companies
153  Brand spend: Small Companies
167  Brand Spend, by Patient Population
175  Brand spend: Rare / Orphan
182  Intermediate Patient Population Brand Spend
186  Widespread Patient Population Brand Spend
194  Brand Spend, by Market Entry Classification
198  First-in-Class Brands
203  Next-Generation Brands
209  Follow-On Brands
217  Brand Spend Case Studies