European Pharmaceutical Marketing

$995.00

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.

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Report Details

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

Top Reasons to Buy this European Pharmaceutical Marketing Report

Products progressing through the development pipeline to launch almost always require special resource allocations to overcome a unique blend of competitive pressures, clinical proficiency, commercial prospects, and regulatory hurdles.  In order to meet sales expectations and achieve more explicit commercial objectives, drug companies must back their brand teams with the proper mix of budgets and staff from the appropriate support functions at the proper times.

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.

  • Receive brand “stories” from European Pharmaceutical Marketing to provide background in three general context areas:
    • competitive landscape
    • clinical profile
    • promotional infrastructure
  • Gain a broader understanding of the challenges that different brands face as it moves toward launch.

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.

You may also be interested in CEIConnect: The Lifesciences Industry’s On-Demand Research Resource as well as our individual marketing research reports.

Excerpt from European Pharmaceutical Marketing

This report 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.

Table of Contents

15           Executive Summary

18           Profiled Companies and Therapeutic Areas

22           Methodology and Definitions

26           European Pharmaceutical Marketing: Five Principles for Success

35           Blockbuster Brands

53           Brand 1

61           Brand 2

69           Brand 3

76           Brand 4

83           Brand 5

90           Brand 6

99           Mid-Level Brands

119         Brand 7

126         Brand 8

133         Brand 9

141         Brand 10

149         Niche Brands

169         Brand 11

176         Brand 12

182         Brand 13

189         Brand 14

195         Brand 15

201         Brand 16

209         European Affiliate Marketing

214         Brand 17: Spotlight on Belgium & Luxembourg

221         Brand 18: Spotlight on Hungary

227         Brand 19: Spotlight on Italy

234         Brand 20: Spotlight on Portugal

241         Brand 21: Spotlight on Romania

247         Brand 22: Spotlight on Slovenia

254         Brand 23: Spotlight on Switzerland

263         European Launch Coordination

264         Launching in Europe: Coordinating Corporate Brand Team and Affiliate Activities

279         The Resource Allocation Process

Charts And Graphics

Executive Summary

17           Figure E.1: Spending Range: European Brands

Profiled Companies and Therapeutic Areas

19           Figure E.2: Study Context: Therapeutic Areas

European Pharmaceutical Marketing: Five Principles for Success

27           Figure E.3: Global vs. European Advertising Budgets (as % of Total Marketing Spending)

30           Figure E.4: Brands’ Average Marketing Spending (as % of European Peak Annual Sales, by Peak Sales Category)

 

Blockbuster Brands

36           Figure 1.1: Blockbuster Marketing Mix

37           Table 1.1: Blockbuster Brands

41           Figure 1.2: Blockbuster Total Spending

41           Figure 1.3: Blockbuster Total Staffing

42           Figure 1.4: Blockbuster Brand Activities Spending

42           Figure 1.5: Blockbuster Brand Activities Staffing

43           Figure 1.6: Blockbuster Market Research Spending

43           Figure 1.7: Blockbuster Market Research Staffing

44           Figure 1.8: Blockbuster Thought Leader Development Spending

44           Figure 1.9: Blockbuster Thought Leader Development Staffing

45           Figure 1.10: Blockbuster Advertising Spending

45           Figure 1.11: Blockbuster Advertising Staffing

47           Figure 1.12: Blockbuster Brands’ Average Marketing Spending (as % of European Peak Annual Sales, by Resource Category)

47           Figure 1.13: Blockbuster Brands’ Average Peak Marketing Staffing (by Resource Category)

48           Figure 1.14: Blockbuster Brands’ Total Marketing Spending (as % of European Peak Annual Sales)

48           Figure 1.15: Blockbuster Brands’ Peak Total Marketing Staffing

49           Figure 1.16: Blockbuster Brands’ Brand Activities Spending (as % of European Peak Annual Sales)

49           Figure 1.17: Blockbuster Brands’ Peak Brand Activities Staffing

50           Figure 1.18: Blockbuster Brands’ Market Research Spending (as % of European Peak Annual Sales)

50           Figure 1.19: Blockbuster Brands’ Peak Market Research Staffing

51           Figure 1.20: Blockbuster Brands’ Thought Leader Development Spending (as % of European Peak Annual Sales)

51           Figure 1.21: Blockbuster Brands’ Peak Thought Leader Development Staffing

52           Figure 1.22: Blockbuster Brands’ Advertising Spending (as % of European Peak Annual Sales)

52           Figure 1.23: Blockbuster Brands’ Peak Advertising Staffing

 

Brand 1

53           Table 1.2: Brand 1 Spending

54           Figure 1.24: Brand 1: Budget Allocation

54           Figure 1.25: Brand 1: Budget Allocation (Early-Stage)

56           Table 1.3: Brand 1 Staffing (in FTEs)

57           Figure 1.26: Brand 1: Staffing Allocation

57           Figure 1.27: Brand 1: Launch Context

 

Brand 2

61           Table 1.4: Brand 2 Spending

62           Figure 1.28: Brand 2: Budget Allocation

62           Figure 1.29: Brand 2: Budget Allocation (Early-Stage)

64           Table 1.5: Brand 2 Staffing (in FTEs)

65           Figure 1.30: Brand 2: Staffing Allocation

65           Figure 1.31: Brand 2: Launch Context

 

Brand 3

69           Table 1.6: Brand 3 Spending

70           Figure 1.32: Brand 3: Budget Allocation

70           Figure 1.33: Brand 3: Budget Allocation (Early-Stage)

72           Table 1.7: Brand 3 Staffing (in FTEs)

73           Figure 1.34: Brand 3: Staffing Allocation

73           Figure 1.35: Brand 3: Launch Context

 

Brand 4

76           Table 1.8: Brand 4 Spending

77           Figure 1.36: Brand 4: Budget Allocation

77           Figure 1.37: Brand 4: Budget Allocation (Early-Stage)

79           Table 1.9: Brand 4 Staffing (in FTEs)

80           Figure 1.38: Brand 4: Staffing Allocation

80           Figure 1.39: Brand 4: Launch Context

 

Brand 5

83           Table 1.10: Brand 5 Spending

84           Figure 1.40: Brand 5: Budget Allocation

84           Figure 1.41: Brand 5: Budget Allocation (Early-Stage)

86           Table 1.11: Brand 5 Staffing (in FTEs)

87           Figure 1.42: Brand 5: Staffing Allocation

87           Figure 1.43: Brand 5: Launch Context

 

Brand 6

90           Table 1.12: Brand 6 Spending

91           Figure 1.44: Brand 6: Budget Allocation

91           Figure 1.45: Brand 6: Budget Allocation (Early-Stage)

93           Table 1.13: Brand 6 Staffing (in FTEs)

94           Figure 1.46: Brand 6: Staffing Allocation

94           Figure 1.47: Brand 6: Launch Context

 

Mid-Level Brands

101         Figure 2.1: Mid-Level Marketing Mix

102         Table 2.1: Mid-Level Brands

106         Figure 2.2: Mid-Level Total Spending

106         Figure 2.3: Mid-Level Total Staffing

107         Figure 2.4: Mid-Level Brand Activities Spending

107         Figure 2.5: Mid-Level Brand Activities Staffing

108         Figure 2.6: Mid-Level Market Research Spending

108         Figure 2.7: Mid-Level Market Research Staffing

109         Figure 2.8: Mid-Level Thought Leader Development Spending

109         Figure 2.9: Mid-Level Thought Leader Development Staffing

110         Figure 2.10: Mid-Level Advertising Spending

110         Figure 2.11: Mid-Level Advertising Staffing

112         Figure 2.12: Mid-Level Brands’ Average Marketing Spending (as % of European Peak Annual Sales, by Resource Category)

113         Figure 2.13: Mid-Level Brands’ Average Peak Marketing Staffing (by Resource Category)

113         Figure 2.14: Mid-Level Brands’ Total Marketing Spending (as % of European Peak Annual Sales)

114         Figure 2.15: Mid-Level Brands’ Peak Total Marketing Staffing

114         Figure 2.16: Mid-Level Brands’ Brand Activities Spending (as % of European Peak Annual Sales)

115         Figure 2.17: Mid-Level Brands’ Peak Brand Activities Staffing

115         Figure 2.18: Mid-Level Brands’ Market Research Spending (as % of European Peak Annual Sales)

116         Figure 2.19: Mid-Level Brands’ Peak Market Research Staffing

116         Figure 2.20: Mid-Level Brands’ Thought Leader Development Spending (as % of European Peak Annual Sales)

117         Figure 2.21: Mid-Level Brands’ Peak Thought Leader Development Staffing

117         Figure 2.22: Mid-Level Brands’ Advertising Spending (as % of European Peak Annual Sales)

118         Figure 2.23: Mid-Level Brands’ Peak Advertising Staffing

 

Brand 7

119         Table 2.2: Brand 7 Spending

120         Figure 2.24: Brand 7: Budget Allocation

120         Figure 2.25: Brand 7: Budget Allocation (Early-Stage)

122         Table 2.3: Brand 7 Staffing (in FTEs)

123         Figure 2.26: Brand 7: Staffing Allocation

123         Figure 2.27: Brand 7: Launch Context

 

Brand 8

126         Table 2.4: Brand 8 Spending

127         Figure 2.28: Brand 8: Budget Allocation

127         Figure 2.29: Brand 8: Budget Allocation (Early-Stage)

129         Table 2.5: Brand 8 Staffing (in FTEs)

130         Figure 2.30: Brand 8: Staffing Allocation

130         Figure 2.31: Brand 8: Launch Context

 

Brand 9

133         Table 2.6: Brand 9 Spending

134         Figure 2.32: Brand 9: Budget Allocation

134         Figure 2.33: Brand 9: Budget Allocation (Early-Stage)

136         Table 2.7: Brand 9 Staffing (in FTEs)

137         Figure 2.34: Brand 9: Staffing Allocation

137         Figure 2.35: Brand 9: Launch Context

 

Brand 10

141         Table 2.8: Brand 10 Spending

142         Figure 2.36: Brand 10: Budget Allocation

142         Figure 2.37: Brand 10: Budget Allocation (Early-Stage)

144         Table 2.9: Brand 10 Staffing (in FTEs)

145         Figure 2.38: Brand 10: Staffing Allocation

145         Figure 2.39: Brand 10: Launch Context

 

Niche Brands

150         Figure 3.1: Niche Marketing Mix

151         Table 3.1: Niche Brands

156         Figure 3.2: Niche Total Spending

157         Figure 3.3: Niche Total Staffing

157         Figure 3.4: Niche Brand Activities Spending

158         Figure 3.5: Niche Brand Activities Staffing

158         Figure 3.6: Niche Market Research Spending

159         Figure 3.7: Niche Market Research Staffing

159         Figure 3.8: Niche Thought Leader Development Spending

160         Figure 3.9: Niche Thought Leader Development Staffing

160         Figure 3.10: Niche Advertising Spending

161         Figure 3.11: Niche Advertising Staffing

163         Figure 3.12: Niche Brands’ Average Marketing Spending (as % of European Peak Annual Sales, by Resource Category)

163         Figure 3.13: Niche Brands’ Average Peak Marketing Staffing (by Resource Category)

164         Figure 3.14: Niche Brands’ Total Marketing Spending (as % of European Peak Annual Sales)

164         Figure 3.15: Niche Brands’ Peak Total Marketing Staffing

165         Figure 3.16: Niche Brands’ Brand Activities Spending (as % of European Peak Annual Sales)

165         Figure 3.17: Niche Brands’ Peak Brand Activities Staffing

166         Figure 3.18: Niche Brands’ Market Research Spending (as % of European Peak Annual Sales)

166         Figure 3.19: Niche Brands’ Peak Market Research Staffing

167         Figure 3.20: Niche Brands’ Thought Leader Development Spending (as % of European Peak Annual Sales)

167         Figure 3.21: Niche Brands’ Peak Thought Leader Development Staffing

168         Figure 3.22: Niche Brands’ Advertising Spending (as % of European Peak Annual Sales)

168         Figure 3.23: Niche Brands’ Peak Advertising Staffing

 

Brand 11

169         Table 3.2: Brand 11 Spending

170         Figure 3.24: Brand 11: Budget Allocation

172         Table 3.3: Brand 11 Staffing (in FTEs)

173         Figure 3.25: Brand 11: Staffing Allocation

173         Figure 3.26: Brand 11: Launch Context

 

Brand 12

176         Table 3.4: Brand 12 Spending

177         Figure 3.27: Brand 12: Budget Allocation

178         Table 3.5: Brand 12 Staffing (in FTEs)

179         Figure 3.28: Brand 12: Staffing Allocation

179         Figure 3.29: Brand 12: Launch Context

 

Brand 13

182         Table 3.6: Brand 13 Spending Table

183         Figure 3.30: Brand 13: Budget Allocation

184         Table 3.7: Brand 13 Staffing (in FTEs)

185         Figure 3.31: Brand 13: Staffing Allocation

185         Figure 3.32: Brand 13: Launch Context

 

Brand 14

189         Table 3.8: Brand 14 Spending

190         Figure 3.33: Brand 14: Budget Allocation

191         Table 3.9: Brand 14 Staffing (in FTEs)

192         Figure 3.34: Brand 14: Staffing Allocation

192         Figure 3.35: Brand 14: Launch Context

 

Brand 15

195         Table 3.10: Brand 15 Spending

196         Figure 3.36: Brand 15: Budget Allocation

196         Figure 3.37: Brand 15: Budget Allocation (Early-Stage)

197         Table 3.11: Brand 15 Staffing (in FTEs)

198         Figure 3.38: Brand 15: Staffing Allocation

198         Figure 3.39: Brand 15: Launch Context

 

Brand 16

201         Table 3.12: Brand 16 Spending

202         Figure 3.40: Brand 16: Budget Allocation

202         Figure 3.41: Brand 16: Budget Allocation (Early-Stage)

203         Table 3.13: Brand 16 Staffing (in FTEs)

205         Figure 3.42: Brand 16: Staffing Allocation

205         Figure 3.43: Brand 16: Launch Context

 

European Affiliate Marketing

210         Figure 4.1: Affiliate Brands’ Peak Sales

211         Figure 4.2: Affiliate Marketing Mix

212         Table 4.1: Affiliate Brand Table

213         Figure 4.3: Affiliate Total Spending

213         Figure 4.4: Affiliate Total Staffing

Brand 17: Spotlight on Belgium & Luxembourg

214         Table 4.2: Brand 17 Spending

215         Figure 4.5: Brand 17: Budget Allocation

215         Figure 4.6: Brand 17: Budget Allocation (Early-Stage)

217         Table 4.3: Brand 17 Staffing (in FTEs)

218         Figure 4.7: Brand 17: Staffing Allocation

218         Figure 4.8: Brand 17: Launch Context

 

Brand 18: Spotlight on Hungary

221         Table 4.4: Brand 18 Spending

222         Figure 4.9: Brand 18: Budget Allocation

223         Table 4.5: Brand 18 Staffing (in FTEs)

224         Figure 4.10: Brand 18: Staffing Allocation

224         Figure 4.11: Brand 18: Launch Context

 

Brand 19: Spotlight on Italy

227         Table 4.6: Brand 19 Spending

228         Figure 4.12: Brand 19: Budget Allocation

228         Figure 4.13: Brand 19: Budget Allocation (Early-Stage)

230         Table 4.7: Brand 19 Staffing (in FTEs)

231         Figure 4.14: Brand 19: Staffing Allocation

231         Figure 4.15: Brand 19: Launch Context

 

Brand 20: Spotlight on Portugal

234         Table 4.8: Brand 20 Spending

235         Figure 4.16: Brand 20: Budget Allocation

237         Table 4.9: Brand 20 Staffing (in FTEs)

238         Figure 4.17: Brand 20: Staffing Allocation

238         Figure 4.18: Brand 20: Launch Context

Brand 21: Spotlight on Romania

241         Table 4.10: Brand 21 Spending

242         Figure 4.19: Brand 21: Budget Allocation

243         Table 4.11: Brand 21 Staffing (in FTEs)

244         Figure 4.20: Brand 21: Staffing Allocation

244         Figure 4.21: Brand 21: Launch Context

 

Brand 22: Spotlight on Slovenia

247         Table 4.12: Brand 22 Spending

248         Figure 4.22: Brand 22: Budget Allocation

250         Table 4.13: Brand 22 Staffing (in FTEs)

251         Figure 4.23: Brand 22: Staffing Allocation

251         Figure 4.24: Brand 22: Launch Context

 

Brand 23: Spotlight on Switzerland

254         Table 4.14: Brand 23 Spending

255         Figure 4.25: Brand 23: Budget Allocation

257         Table 4.15: Brand 23 Staffing (in FTEs)

258         Figure 4.26: Brand 23: Staffing Allocation

258         Figure 4.27: Brand 23: Launch Context

 

European Launch Coordination

264         Figure 5.1: Company A’s Global and European Product Management Structure

 

Launching in Europe: Coordinating Corporate Brand Team and Affiliate Activities

265         Figure 5.2: Company B’s Global Pharmaceutical Leadership

267         Figure 5.3: Company D’s Steering Committees

269         Figure 5.4: Company A’s Early-Stage Commercialization Teams

278         Figure 5.5: Lifecycle Management Team Membership

279         Figure 5.6: Portfolio Management Challenges

 

The Resource Allocation Process

281         Figure 5.7: Company B’s Resource Allocation Process