Launching Pharmaceutical Brands

Formulas for Commercialization Success

Launching Pharmaceutical Brands


Explore in-depth commercialization profiles of 15 diverse brands as they launch products in the US, EU, and other global markets. Commercialization benchmarks for three key time periods—Phase 3a to market approval, market approval to launch, and launch to six months post-launch—show typical resource allocation choices. Follow spending patterns as you explore launching pharmaceutical brands data for each major time period, and compare average spending across five main categories and 15 subcategories. Use this report to preview what competitors are spending for brand launches and improve upon their resource allocation strategies to achieve successful product launch in one or multiple markets.

  • Description
  • Additional information



Launching Pharmaceutical Brands: Formulas for Commercialization Success

  • Publication Date: April 2012
  • Pages: 302
  • Chapters: 16
  • Metrics: 1000+
  • Charts/Graphics: 357

Other Report Highlights:

  • 15 product profiles showcasing spending benchmarks in five critical areas of product management
  • 9 therapeutic areas
  • Investment during 3 time periods (phase 3a to approval, approval to launch, launch to 6 months on market)
  • Investment in 16 specific categories
Report Features

Featuring in-depth investment benchmarks for the launches of 15 real brands in the US, EU and other key markets. These easy-to-navigate brand launch profiles — which address a wide range of competitive pressures, therapeutic areas, resource support scenarios, clinical proficiencies and commercial prospects — serve as models for teams moving toward market.

Reason to Buy

This report showcases the growing importance of mHealth for pharmaceutical companies in the US and EU markets. Research explores best practices for mobile team structure and support, initiative planning and performance measurement. 10 case studies demonstrate how real initiatives leveraged internal and external resources to navigate the burgeoning mobile health environment. Stay competitive with peers through mHealth initiatives targeting both patient and physician audiences.Position your company as a reliable information source by targeting audiences’ needs to add value.

Target Audience

Executives, directors, and managers involved in the following areas should consider purchasing this report:
– Vice presidents of commercialization
– Pharma brand directors and managers
– Biotech heads of marketing
– Product managers
– Franchise leaders
– Market research

Chapter Example

Today brand commercialization efforts begin earlier and earlier, with activities starting as soon as pre-clinical work with certain promising products. However, the key time period for pharmaceutical brands’ marketing success begins at Phase 3 and runs through brands’ early launch windows. Here companies lay the foundations for marketing strategies and prepare markets for the arrival of their newest innovations.

As always, companies must develop a strategic marketing mix that is most effective for their brands — balancing physician-centric with patient-centric and payer-centric activities. They must also dedicate sufficient resources to these activities to maximize their chance for success in a market where newest is not equated with best.