Drug Commercialization

Benchmarking Brand Spend Across the Product Lifecycle

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.

  • Help determine brand spend using projected peak annual revenue.
  • Understand how brand spend over a product’s timeline changes based on when the brand projects to reach their peak annual revenue.
  • Right-size commercial, medical and reimbursement brand spend throughout the product lifecycle.
  • Maximize early KOL engagements to inform brand medical and commercial strategy.
  • Benchmark brand spend and allocation in different launch markets.
  • See how different factors affect brand spend across a product’s lifecycle:
    • Launch market
    • Company size
    • Target patient population
    • Product market classification
  • Description
  • Additional information

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

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.


Biopharmceutical executives in the following areas will find this comemrcialization benchamrking and best practices report helpful in making their strategic decisions:
– Strategic Planning
– Pharmaceutical Marketing
– Product Commercialization
– Pharmaceutical Business Development and Licensing
– Pharma Product Management
– Brand Management
– Portfolio Management


Each market has its own regulations and payer systems that brands have to deal with. Along with market population size, brands attempt to account for these hurdles when launching brands in specific markets and adjust their projected revenue timeline accordingly (Figure 2.2).

– Half of surveyed emerging markets teams will hit their peak revenue within 12–18 months of being on market.
– No surveyed global or US teams project their peak in this stage.
– Emerging market brands have significantly less competition, leading to earlier peaks. These brands also heavily focus on commercial activities that could help brands reach an earlier peak revenue.
– Half of surveyed US teams will only hit their peak after more than 48 months on market.
– The strict regulation laws, along with the multipayer system in the US, can delay when products would hit their peak revenue. There is also likely more competition in the US market, which affects the adoption rate of the product.