European Pharmaceutical Marketing

Launching Successful Brands

European Pharmaceutical Marketing


European Pharmaceutical Marketing: Launching Successful Brands contains European marketing budgets and staffing for 23 brands — 16 brands with marketing data encompassing all of Europe, and 7 brands that highlight affiliate-level spending in several European countries, including Belgium/Luxembourg, Hungary, Italy, Portugal, Romania, Slovenia, and Switzerland. The report analyzes commercial resource allocation from early-stage development through post-launch of brands from across the industry, including niche products with modest resources, mid-level brands balancing expenditures, and larger products with blockbuster aspirations.

The report's first four chapters focus on blockbuster drugs, mid-level brands, niche products, or country-specific spending.

  • Description
  • Additional information


Each chapter of this report examines a key factor in resource allocation for the commercialization of oncology brands. Further divisions within each chapter provide averaged data collected from brands. After becoming familiar with the division of brands among the report’s ten chapters, the reader is encouraged to match his or her product to an amalgam of data from relevant sections. Compiling data from specific types of products allows the reader to create a customized data set that addresses his or her brand and commercial situation.

European Pharmaceutical Marketing: Launching Successful Brands

  • Published: September 2005
  • Pages: 288 pages
  • Metrics: 500+ metrics
  • Charts/Graphics: 217 charts and graphics (mostly data)

Data have also been split by four Chapters:

  • Blockbuster Brands
  • Mid-Level Brands
  • Niche Brands
  • European Affiliate Marketing
Report Features

If you are looking to get more funding or build a bigger team — or you just want insight into European marketing resource allocations across the industry — this report contains the data and analysis you need. Our findings are detailed enough to deliver an immediate impact, and they include real marketing budgets and staffing headcounts. Real-world examples show how great companies allocate resources in Europe.

Reason to Buy

Cutting Edge Information published this European pharmaceutical marketing report to give individuals and brand teams the decision-making tools they need to assign sufficient marketing resources to the optimal combination of activities at the right times in order to meet commercial objectives of European brands. The information contained in this report is based on primary research gathered from brand managers and directors, marketing executives, and marketing support function team members working with brands marketed in Europe. European Pharmaceutical Marketing: Launching Successful Brands contains European marketing budgets and staffing for 23 brands — 16 brands with marketing data encompassing all of Europe.

Target Audience

The report is designed to help the following biopharmaceutical executives' decision making around European product launches:
– Brand/product directors and managers
– Franchise area heads and senior directors
– Strategic planning directors
– Marketing directors and managers
– Brand advertising and promotions directors and managers

Chapter Example

Not surprisingly, most of the niche drugs in this study receive small commercialization budgets. However, Brands 14 and 15 acted as outliers in this niche category with marketing budgets of €127 million and €42.04 million, respectively. The other niche brands’ total commercialization spends hovered between €7.78 million and €410,000. With such limited budgets, brand teams need to be particularly meticulous in allocating resources to the various marketing functions.

While each individual drug spends its budget in a unique way, the budget allocation of the average niche brand is mostly equal across the various functions, particularly compared to the average midlevel brands, which significantly favored brand activities and advertising with extra resources. However, as was the case with mid-level brands, niche brand teams must decide which marketing activities will provide their drugs with the most effective campaigns and greatest returns.