Launching Pharmaceutical Brands

$1,995.00

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.

Download a benchmarking report summarySpeak to a pharmaceutical benchmarking expert

Report Details

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

Top Reasons to Buy this Launching Pharmaceutical Brands Report

Win critical resources for commercialization and launch: Explore brand spending benchmarks across five large categories and 15 detailed subcategories. Use this data to avoid underspending in critical areas and overspending in others — and align resources with key strengths and weaknesses.

Focus resources at different points in the launch window: While no two brand launches are identical, companies follow similar patterns in allocating marketing resources — amping up investments as the product moves through development. Follow these patterns as you explore resource data for each brand from Phase 3 through post-launch.

Diversify investments and avoid mistakes: See how other companies handle launch allocations, and learn from their mistakes. Unpack each brand’s story to understand why certain decisions were made regarding different marketing tactics and resource allocations.

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.

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 Launching Pharmaceutical Brands

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.

Table of Contents

21           Executive Summary

21           Brand Commercialization Spending

25           Methodology and Definitions

28           Pharmaceutical Product Commercialization: Key Recommendations for Success

39           Brand 1

43           Phase 3a to Market Approval Resources

45           Market Approval to Launch Date Resources

47           Launch Date to 6 Months Post-Launch Resources

49           Individual Spending Categories by Time Frame

59           Brand 2

62           Phase 3a to Market Approval Resources

64           Market Approval to Launch Date Resources

66           Launch Date to 6 Months Post-Launch Resources

77           Brand 3

80           Phase 3a to Market Approval Resources

82           Market Approval to Launch Date Resources

84           Launch Date to 6 Months Post-Launch Resources

93           Brand 4

96           Phase 3a to Market Approval Resources

98           Market Approval to Launch Date Resources

99           Launch Date to 6 Months Post-Launch Resources

111         Brand 5

114         Phase 3a to Market Approval Resources

125         Brand 6

128         Phase 3a to Market Approval Resources

131         Brand 7

136         Phase 3a to Market Approval Resources

138         Market Approval to Launch Date Resources

139         Launch Date to 6 Months Post-Launch Resources

147         Brand 8

151         Market Approval to Launch Date Resources

153         Launch Date to 6 Months Post-Launch Resources

163         Brand 9

167         Market Approval to Launch Date Resources

170         Launch Date to 6 Months Post-Launch Resources

181         Brand 10

185         Phase 3a to Market Approval Resources

188         Market Approval to Launch Date Resources

190         Launch Date to 6 Months Post-Launch Resources

201         Brand 11

204         Launch Date to 6 Months Post-Launch Resources

209         Brand 12

212         Phase 3a to Market Approval Resources

214         Market Approval to Launch Date Resources

216         Launch Date to 6 Months Post-Launch Resources

227         Brand 13

231         Market Approval to Launch Date Resources

233         Launch Date to 6 Months Post-Launch Resources

243         Brand 14

247         Phase 3a to Market Approval Resources

249         Market Approval to Launch Date Resources

249         Launch Date to 6 Months Post-Launch Resources

259         Brand 15

263         Phase 3a to Market Approval Resources

263         Market Approval to Launch Date Resources

265         Launch Date to 6 Months Post-Launch Resources

275         Average Spending by Category

276         Phase 3a to Market Approval

285         Market Approval to Launch Date

294         Launch Date to 6 Months Post-Launch

Charts and Graphics

Executive Summary

Pharmaceutical Product Commercialization: Key Recommendations for Success

29           Figure E.1: Phase 3a to Market Approval Average Spending Allocation (US Launches)

30           Figure E.2: Average Spending Mix: Phase 3a to Market Approval (US Launches)

31           Figure E.3: Average Spending Mix: Market Approval to Launch (US Launches)

31           Figure E.4: Average Spending Mix: Launch Date to 6 Months Post-Launch (US Launches)

35           Figure E.5: Average Digital Marketing Spending (US Launches)

Brand 1

39           Figure 1.1: Brand 1 Launch Details and Timeline

40           Figure 1.2: Brand 1 Market Environment and Development

41           Figure 1.3: Brand 1 (Expected) Peak Sales

42           Figure 1.4: Brand 1 Total Commercialization Spending by Time Period

Phase 3a to Market Approval Resources

43           Figure 1.5: Brand 1 Phase 3a to Market Approval Spending

44           Figure 1.6: Brand 1 Phase 3a to Market Approval Spending Percentage Breakdown

45           Figure 1.7: Brand 1 Market Approval to Launch Date Spending

Market Approval to Launch Date Resources

46           Figure 1.8: Brand 1 Market Approval to Launch Date Spending Percentage Breakdown

Launch Date to 6 Months Post-Launch Resources

47           Figure 1.9: Brand 1 Launch Date to 6 Months Post-Launch Spending

48           Figure 1.10: Brand 1 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

Individual Spending Categories by Time Frame

49           Figure 1.11: Brand 1 Medical Education (Including but not Limited to CME) Spending

49           Figure 1.12: Brand 1 Medical Information Spending

50           Figure 1.13: Brand 1 Thought Leader Activities/MSL Programs Spending

50           Figure 1.14: Brand 1 Medical Publications Spending

51           Figure 1.15: Brand Market Research Spending

51           Figure 1.16: Brand 1 Competitive Intelligence Spending

52           Figure 1.17: Brand 1 Health Economics and Outcomes Research Spending

52           Figure 1.18: Brand 1 Pricing and Reimbursement Spending

53           Figure 1.19: Brand 1 Detail Aids and Promotional Materials Spending

53           Figure 1.20: Brand 1 Promotional Speaker Programs Spending

54           Figure 1.21: Brand 1 Congresses, Symposia and Conference Promotions Spending

54           Figure 1.22: Brand 1 Digital Marketing Spending

55           Figure 1.23: Brand 1 Physician Support Programs Spending

55           Figure 1.24: Brand 1 Print Journal Ads Spending

56           Figure 1.25: Brand 1 Patient Communication and Education Spending

Brand 2

60           Figure 2.1: Brand 2 Launch Details and Timeline

60           Figure 2.2: Brand 2 Market Environment and Development

61           Figure 2.3: Brand 2 (Expected) Peak Sales

61           Figure 2.4: Brand 2 Total Commercialization Spending by Time Period

62           Figure 2.5: Brand 2 Phase 3a to Market Approval Spending

Phase 3a to Market Approval Resources

63           Figure 2.6: Brand 2 Phase 3a to Market Approval Spending Percentage Breakdown

64           Figure 2.7: Brand 2 Market Approval to Launch Date Spending

Market Approval to Launch Date Resources

65           Figure 2.8: Brand 2 Market Approval to Launch Date Spending Percentage Breakdown

66           Figure 2.9: Brand 2 Launch Date to 6 Months Post-Launch Spending

Launch Date to 6 Months Post-Launch Resources

67           Figure 2.10: Brand 2 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

68           Figure 2.11: Brand 2 Medical Education (Including but Not Limited to CME) Spending

69           Figure 2.12: Brand 2 Thought Leader Activities/MSL Programs Spending

69           Figure 2.13: Brand 2 Medical Publications Spending

70           Figure 2.14: Brand 2 Market Research Spending

70           Figure 2.15: Brand 2 Competitive Intelligence Spending

71           Figure 2.16: Brand 2 Health Economics and Outcomes Research Spending

71           Figure 2.17: Brand 2 Detail Aids and Promotional Materials Spending

72           Figure 2.18: Brand 2 Promotional Speaker Programs Spending

72           Figure 2.19: Brand 2 Congresses, Symposia and Conference Promotions Spending

73           Figure 2.20: Brand 2 Digital Marketing Spending

73           Figure 2.21: Brand 2 Print Journal Ads Spending

74           Figure 2.22: Brand 2 Direct-to-Consumer Advertising Spending

74           Figure 2.23: Brand 2 Patient Communication and Education Spending

Brand 3

78           Figure 3.1: Brand 3 Launch Details and Timeline

78           Figure 3.2: Brand 3 Market Environment and Development

79           Figure 3.3: Brand 3 (Expected) Peak Sales

79           Figure 3.4: Brand 3 Total Commercialization Spending by Time Period

80           Figure 3.5: Brand 3 Phase 3a to Market Approval Spending

Phase 3a to Market Approval Resources

81           Figure 3.6: Brand 3 Phase 3a to Market Approval Spending Percentage Breakdown

82           Figure 3.7: Brand 3 Market Approval to Launch Date Spending

Market Approval to Launch Date Resources

83           Figure 3.8: Brand 3 Market Approval to Launch Date Spending Breakdown

84           Figure 3.10: Brand 3 Launch Date to 6 Months Post-Launch Spending

Launch Date to 6 Months Post-Launch Resources

85           Figure 3.11: Brand 3 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

85           Figure 3.12: Brand 3 Medical Education (Including but not Limited to CME) Spending

86           Figure 3.13: Brand 3 Thought Leader Activities/MSL Programs Spending

86           Figure 3.14: Brand 3 Medical Publications Spending

87           Figure 3.15: Brand 3 Market Research Spending

87           Figure 3.16: Brand 3 Competitive Intelligence Spending

88           Figure 3.17: Brand 3 Health Economics and Outcomes Research Spending

88           Figure 3.18: Brand 3 Pricing and Reimbursement Spending

89           Figure 3.19: Brand 3 Detail Aids and Promotional Materials Spending

89           Figure 3.20: Brand 3 Print Journal Ads Spending

90           Figure 3.21: Brand 3 Patient Communication and Education Spending

Brand 4

93           Figure 4.1: Brand 4 Launch Details and Timeline

94           Figure 4.2: Brand 4 Market Environment and Development

95           Figure 4.3: Brand 4 (Expected) Peak Sales

95           Figure 4.4: Brand 4 Total Commercialization Spending by Time Period

96           Figure 4.5: Brand 4 Phase 3a to Market Approval Spending

Phase 3a to Market Approval Resources

97           Figure 4.6: Brand 4 Phase 3a to Market Approval Spending Percentage Breakdown

Market Approval to Launch Date Resources

99           Figure 4.7: Brand 4 Launch Date to 6 Months Post-Launch Spending

Launch Date to 6 Months Post-Launch Resources

101         Figure 4.8: Brand 4 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

101         Figure 4.9: Brand 4 Medical Education (Including but Not Limited to CME) Spending

102         Figure 4.10: Brand 4 Medical Information Spending

102         Figure 4.11: Brand 4 Thought Leader Activities/MSL Programs Spending

103         Figure 4.12: Brand 4 Medical Publications Spending

103         Figure 4.13: Brand 4 Market Research Spending

104         Figure 4.14: Brand 4 Competitive Intelligence Spending

104         Figure 4.15: Brand 4 Health Economics and Outcomes Research Spending

105         Figure 4.16: Brand 4 Detail Aids and Promotional Materials Spending

105         Figure 4.17: Brand 4 Promotional Speaker Programs Spending

106         Figure 4.18: Brand 4 Congresses, Symposia and Conference Promotions Spending

106         Figure 4.19: Brand 4 Digital Marketing Spending

107         Figure 4.21: Brand 4 Print Journal Ads Spending

107         Figure 4.20: Brand 4 Physician Support Programs Spending

108         Figure 4.22: Brand 4 Patient Communication and Education Spending

Brand 5

111         Figure 5.1: Brand 5 Launch Details and Timeline

112         Figure 5.2: Brand 5 Market Environment and Development

113         Figure 5.3: Brand 5 (Expected) Peak Sales

113         Figure 5.4: Brand 5 Total Commercialization Spending by Time Period

114         Figure 5.5: Brand 5 Phase 3a to Market Approval Spending

Phase 3a to Market Approval Resources

115         Figure 5.6: Brand 5 Phase 3a to Market Approval Spending Percentage Breakdown

116         Figure 5.7: Brand 5 Medical Education (Including but Not Limited to CME) Spending

116         Figure 5.8: Brand 5 Medical Information Spending

117         Figure 5.9: Brand 5 Thought Leader Activities/MSL Programs Spending

117         Figure 5.10: Brand 5 Medical Publications Spending

118         Figure 5.11: Brand 5 Market Research Spending

118         Figure 5.12: Brand 5 Competitive Intelligence Spending

119         Figure 5.14: Brand 5 Pricing and Reimbursement Spending

119         Figure 5.13: Brand 5 Health Economics and Outcomes Research Spending

120         Figure 5.15: Brand 5 Detail Aids and Promotional Materials Spending

120         Figure 5.16: Brand 5 Promotional Speaker Programs Spending

121         Figure 5.17: Brand 5 Congresses, Symposia and Conference Promotions Spending

121         Figure 5.18: Brand 5 Digital Marketing Spending

122         Figure 5.19: Brand 5 Physician Support Programs Spending

122         Figure 5.20: Brand 5 Patient Communication and Education Spending

Brand 6

125         Figure 6.1: Brand 6 Launch Details and Timeline

126         Figure 6.2: Brand 6 Market Environment and Development

127         Figure 6.3: Brand 6 (Expected) Peak Sales

128         Figure 6.4: Brand 6 Phase 3a to Market Approval Spending

Brand 7

132         Figure 7.1: Brand 7 Launch Details and Timeline

133         Figure 7.2: Brand 7 Market Environment and Development

134         Figure 7.3: Brand 7 (Expected) Peak Sales

135         Figure 7.4: Brand 7 Total Commercialization Spending by Time Period

136         Figure 7.5: Brand 7 Phase 3a to Market Approval Spending

Phase 3a to Market Approval Resources

137         Figure 7.6: Brand 7 Phase 3a to Market Approval Spending Percentage Breakdown

138         Figure 7.7: Brand 7 Market Approval to Launch Date Spending

Market Approval to Launch Date Resources

Launch Date to 6 Months Post-Launch Resources

140         Figure 7.8: Brand 7 Launch Date to 6 Months Post-Launch Spending

140         Figure 7.9: Brand 7 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

141         Figure 7.10: Brand 7 Medical Education (Including but Not Limited to CME) Spending

141         Figure 7.11: Brand 7 Thought Leader Activities/MSL Programs Spending

142         Figure 7.12: Brand 7 Medical Publications Spending

142         Figure 7.13: Brand 7 Pricing and Reimbursement Spending

143         Figure 7.14: Brand 7 Detail Aids and Promotional Materials Spending

143         Figure 7.15: Brand 7 Promotional Speaker Programs Spending

144         Figure 7.16: Brand 7 Congresses, Symposia and Conference Promotions Spending

144         Figure 7.17: Brand 7 Print Journal Ads Spending

145         Figure 7.18: Brand 7 Direct-to-Consumer Advertising Spending

145         Figure 7.19: Brand 7 Patient Communication and Education Spending

Brand 8

148         Figure 8.1: Brand 8 Launch Details and Timeline

148         Figure 8.2: Brand 8 Market Environment and Development

149         Figure 8.3: Brand 8 (Expected) Peak Sales

150         Figure 8.4: Brand 8 Total Commercialization Spending by Time Period

151         Figure 8.5: Brand 8 Market Approval to Launch Date Spending

Market Approval to Launch Date Resources

152         Figure 8.6: Brand 8 Market Approval to Launch Date Spending Percentage Breakdown

153         Figure 8.7: Brand 8 Launch Date to 6 Months Post-Launch Spending

Launch Date to 6 Months Post-Launch Resources

154         Figure 8.8: Brand 8 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

155         Figure 8.9: Brand 8 Medical Education (Including but Not Limited to CME) Spending

155         Figure 8.10: Brand 8 Medical Information Spending

156         Figure 8.11: Brand 8 Thought Leader Activities/MSL Programs Spending

156        Figure 8.12: Brand 8 Medical Publications Spending

157         Figure 8.13: Brand 8 Market Research Spending

157         Figure 8.14: Brand 8 Competitive Intelligence Spending

158         Figure 8.15: Brand 8 Health Economics and Outcomes Research Spending

158         Figure 8.16: Brand 8 Pricing and Reimbursement Spending

159         Figure 8.17: Brand 8 Detail Aids and Promotional Materials Spending

159         Figure 8.18: Brand 8 Promotional Speaker Programs Spending

160         Figure 8.19: Brand 8 Congresses, Symposia and Conference Promotions Spending

160         Figure 8.20: Brand 8 Digital Marketing Spending

161         Figure 8.21: Brand 8 Print Journal Ads Spending

161         Figure 8.22: Brand 8 Patient Communication and Education Spending

Brand 9

163         Figure 9.1: Brand 9 Launch Details and Timeline

164         Figure 9.2: Brand 9 Market Environment and Development

165         Figure 9.3: Brand 9 (Expected) Peak Sales

166         Figure 9.4: Brand 9 Total Commercialization Spending by Time Period

167         Figure 9.5: Brand 9 Market Approval to Launch Date Spending

Market Approval to Launch Date Resources

169         Figure 9.6: Brand 9 Market Approval to Launch Date Spending Percentage Breakdown

Launch Date to 6 Months Post-Launch Resources

171         Figure 9.7: Brand 9 Launch Date to 6 Months Post-Launch Spending

172         Figure 9.8: Brand 9 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

172         Figure 9.9: Brand 9 Medical Education (Including but Not limited to CME) Spending

173         Figure 9.10: Brand 9 Medical Information Spending

173         Figure 9.11: Brand 9 Thought Leader Activities/MSL Programs Spending

174         Figure 9.12: Brand 9 Medical Publications Spending

174         Figure 9.13: Brand 9 Market Research Spending

175         Figure 9.14: Brand 9 Competitive Intelligence Spending

175         Figure 9.15: Brand 9 Health Economics and Outcomes Research Spending

176         Figure 9.16: Brand 9 Pricing and Reimbursement Spending

176         Figure 9.17: Brand 9 Detail Aids and Promotional Materials Spending

177         Figure 9.18: Brand 9 Promotional Speaker Programs Spending

177         Figure 9.19: Brand 9 Congresses, Symposia and Conference Promotions Spending

178         Figure 9.20: Brand 9 Digital Marketing Spending

178         Figure 9.21: Brand 9 Physician Support Programs Spending

179         Figure 9.22: Brand 9 Print Journal Ads Spending

179         Figure 9.23: Brand 9 Patient Communication and Education Spending

Brand 10

181         Figure 10.1: Brand 10 Launch Details and Timeline

182         Figure 10.2: Brand 10 Market Environment and Development

183         Figure 10.3: Brand 10 (Expected) Peak Sales

184         Figure 10.4: Brand 10 Total Commercialization Spending by Time Period

Phase 3a to Market Approval Resources

186         Figure 10.5: Brand 10 Phase 3a to Market Approval Spending

187         Figure 10.6: Brand 10 Phase 3a to Market Approval Spending Percentage Breakdown

188         Figure 10.7: Brand 10 Market Approval to Launch Date Spending

Market Approval to Launch Date Resources

189         Figure 10.8: Brand 10 Market Approval to Launch Date Spending Percentage Breakdown

190         Figure 10.9: Brand 10 Launch Date to 6 Months Post-Launch Spending

Launch Date to 6 Months Post-Launch Resources

191         Figure 10.10: Brand 10 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

192         Figure 10.11: Brand 10 Medical Education (Including but Not Limited to CME) Spending

193         Figure 10.12: Brand 10 Medical Information Spending

193         Figure 10.13: Brand 10 Thought Leader Activities/MSL Programs Spending

194         Figure 10.14: Brand 10 Medical Publications Spending

194         Figure 10.15: Brand 10 Market Research Spending

195         Figure 10.16: Brand 10 Competitive Intelligence Spending

195         Figure 10.17: Brand 10 Health Economics and Outcomes Research Spending

196         Figure 10.18: Brand 10 Pricing and Reimbursement Spending

196         Figure 10.19: Brand 10 Detail Aids and Promotional Materials Spending

197         Figure 10.20: Brand 10 Promotional Speaker Programs Spending

197         Figure 10.21: Brand 10 Congresses, Symposia and Conference Promotions Spending

198         Figure 10.22: Brand 10 Digital Marketing Spending

198         Figure 10.23: Brand 10 Physician Support Programs Spending

199         Figure 10.25: Brand 10 Patient Communication and Education Spending

199         Figure 10.24: Brand 10 Print Journal Ads Spending

201         Figure 11.1: Brand 11 Launch Details and Timeline

Brand 11

202         Figure 11.2: Brand 11 Market Environment and Development

203         Figure 11.3: Brand 11 (Expected) Peak Sales

204         Figure 11.4: Brand 11 Launch Date to 6 Months Post-Launch Spending

Launch Date to 6 Months Post-Launch Resources

205         Figure 11.5: Brand 11 Medical Education (Including but Not Limited to CME) Spending

206         Figure 11.6: Brand 11 Market Research Spending

206         Figure 11.7: Brand 11 Health Economics and Outcomes Research Spending

207         Figure 11.8: Brand 11 Detail Aids and Promotional Materials Spending

207         Figure 11.9: Brand 11 Congresses, Symposia and Conference Promotions Spending

Brand 12

210         Figure 12.1: Brand 12 Launch Details and Timeline

210         Figure 12.2: Brand 12 Market Environment and Development

211         Figure 12.3: Brand 12 (Expected) Peak Sales

211         Figure 12.4: Brand 12 Total Commercialization Spending by Time Period

212         Figure 12.5: Brand 12 Phase 3a to Market Approval Spending

Phase 3a to Market Approval Resources

213         Figure 12.6: Brand 12 Phase 3a to Market Approval Spending Percentage Breakdown

Market Approval to Launch Date Resources

215         Figure 12.7: Brand 12 Market Approval to Launch Date Spending

215         Figure 12.8: Brand 12 Market Approval to Launch Date Spending Percentage Breakdown

Launch Date to 6 Months Post-Launch Resources

217         Figure 12.9: Brand 12 Launch Date to 6 Months Post-Launch Spending

217         Figure 12.10: Brand 12 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

218         Figure 12.11: Brand 12 Medical Education (Including but Not Limited to CME) Spending

218         Figure 12.12: Brand 12 Medical Information Spending

219         Figure 12.13: Brand 12 Thought Leader Activities/MSL Programs Spending

219         Figure 12.14: Brand 12 Medical Publications Spending

220         Figure 12.15: Brand 12 Market Research Spending

221         Figure 12.17: Brand 12 Pricing and Reimbursement Spending

221         Figure 12.18: Brand 12 Detail Aids and Promotional Materials Spending

222         Figure 12.19: Brand 12 Promotional Speaker Programs Spending

222         Figure 12.20: Brand 12 Congresses, Symposia and Conference Promotions Spending

223         Figure 12.21: Brand 12 Digital Marketing Spending

223         Figure 12.22: Brand 12 Physician Support Programs Spending

224         Figure 12.23: Brand 12 Print Journal Ads Spending

224         Figure 12.24: Brand 12 Patient Communication and Education Spending

Brand 13

227         Figure 13.1: Brand 13 Launch Details and Timeline

228         Figure 13.2: Brand 13 Market Environment and Development

229         Figure 13.3: Brand 13 (Expected) Peak Sales, US and EU

229         Figure 13.4: Brand 13 (Expected) Peak Sales, Canada

230         Figure 13.5: Brand 13 Total Commercialization Spending by Time Period

Market Approval to Launch Date Resources

232         Figure 13.6: Brand 13 Market Approval to Launch Date Spending

232         Figure 13.7: Brand 13 Market Approval to Launch Date Spending Percentage Breakdown

Launch Date to 6 Months Post-Launch Resources

234         Figure 13.8: Brand 13 Launch Date to 6 Months Post-Launch Spending

234         Figure 13.9: Brand 13 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

235         Figure 13.10: Brand 13 Medical Education (Including but Not Limited to CME) Spending

235         Figure 13.11: Brand 13 Medical Information Spending

236         Figure 13.12: Brand 13 Thought Leader Activities/MSL Programs Spending

236         Figure 13.13: Brand 13 Market Research Spending

237         Figure 13.14: Brand 13 Competitive Intelligence Spending

237         Figure 13.15: Brand 13 Health Economics and Outcomes Research Spending

238         Figure 13.16: Brand 13 Pricing and Reimbursement Spending

238         Figure 13.17: Brand 13 Detail Aids and Promotional Materials Spending

239         Figure 13.19: Brand 13 Congresses, Symposia and Conference Promotions Spending

239         Figure 13.18: Brand 13 Promotional Speaker Programs Spending

240         Figure 13.20: Brand 13 Print Journal Ads Spending

240         Figure 13.21: Brand 13 Patient Communication and Education Spending

Brand 14

243         Figure 14.1: Brand 14 Launch Details and Timeline

244         Figure 14.2: Brand 14 Market Environment and Development

245         Figure 14.3: Brand 14 (Expected) Peak Sales

246         Figure 14.4: Brand 14 Total Commercialization Spending by Time Period

Phase 3a to Market Approval Resources

247         Figure 14.5: Brand 14 Phase 3a to Market Approval Spending

248         Figure 14.6: Brand 14 Phase 3a to Market Approval Spending Percentage Breakdown

Market Approval to Launch Date Resources

Launch Date to 6 Months Post-Launch Resources

249         Figure 14.7: Brand 14 Launch Date to 6 Months Post-Launch Spending

250         Figure 14.8: Brand 14 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

250         Figure 14.9: Brand 14 Medical Education (Including but Not Limited to CME) Spending

251         Figure 14.10: Brand 14 Medical Information Spending

251         Figure 14.11: Brand 14 Thought Leader Activities/MSL Programs Spending

252         Figure 14.12: Brand 14 Medical Publications Spending

252         Figure 14.13: Brand Market Research Spending

253         Figure 14.14: Brand 14 Competitive Intelligence Spending

253         Figure 14.15: Brand 14 Health Economics and Outcomes Research Spending

254         Figure 14.16: Brand 14 Pricing and Reimbursement Spending

254         Figure 14.17: Brand 14 Detail Aids and Promotional Materials Spending

255         Figure 14.18: Brand 14 Promotional Speaker Programs Spending

255         Figure 14.19: Brand 14 Congresses, Symposia and Conference Promotions Spending

256         Figure 14.20: Brand 14 Digital Marketing Spending

256         Figure 14.21: Brand 14 Physician Support Programs Spending

257         Figure 14.22: Brand 14 Print Journal Ads Spending

257 Figure 14.23: Brand 14 Patient Communication and Education Spending

Brand 15

260         Figure 15.1: Brand 15 Launch Details and Timeline

260         Figure 15.2: Brand 15 Market Environment and Development

261         Figure 15.3: Brand 15 (Expected) Peak Sales

262         Figure 15.4: Brand 15 Total Commercialization Spending by Time Period

263         Figure 15.5: Brand 15 Market Approval to Launch Date Spending

Market Approval to Launch Date Resources

264         Figure 15.6: Brand 15 Market Approval to Launch Date Spending Percentage Breakdown

265         Figure 15.7: Brand 15 Launch Date to 6 Months Post-Launch Spending

Launch Date to 6 Months Post-Launch Resources

266         Figure 15.9: Brand 15 Medical Education (Including but Not Limited to CME) Spending

266         Figure 15.8: Brand 15 Launch Date to 6 Months Post-Launch Spending Percentage Breakdown

267         Figure 15.11: Brand 15 Thought Leader Activities/MSL Programs Spending

267         Figure 15.10: Brand 15 Medical Information Spending

268         Figure 15.12: Brand 15 Medical Publications Spending

268         Figure 15.13: Brand 15 Market Research Spending

269         Figure 15.15: Brand 15 Health Economics and Outcomes Research Spending

269         Figure 15.14: Brand 15 Competitive Intelligence Spending

270         Figure 15.16: Brand 15 Detail Aids and Promotional Materials Spending

270         Figure 15.17: Brand 15 Promotional Speaker Programs Spending

271         Figure 15.18: Brand 15 Congresses, Symposia and Conference Promotions Spending

271         Figure 15.19: Brand 15 Physician Support Programs Spending

272         Figure 15.21: Brand 15 Patient Communication and Education Spending

272         Figure 15.20: Brand 15 Print Journal Ads Spending

Average Spending by Category

276         Figure 16.1: Phase 3a to Market Approval Average Spending Mix (US Launches)

Phase 3a to Market Approval

277         Figure 16.3: Phase 3a to Market Approval Medical Education Spending (US Launches)

277         Figure 16.4: Phase 3a to Market Approval Medical Information Spending (US Launches)

278          Figure 16.5: Phase 3a to Market Approval Thought Leader Activities/MSL Programs Spending (US Launches)

278         Figure 16.6: Phase 3a to Market Approval Medical Publications Spending (US Launches)

279         Figure 16.7: Phase 3a to Market Approval Market Research Spending (US Launches)

279         Figure 16.8: Phase 3a to Market Approval Competitive Intelligence Spending (US Launches)

280         Figure 16.9: Phase 3a to Market Approval Health Economics and Outcomes Research Spending (US Launches)

280         Figure 16.10: Phase 3a to Market Approval Pricing and Reimbursement Spending (US Launches)

281         Figure 16.11: Phase 3a to Market Approval Detail Aids and Promotional Materials Spending (US Launches)

281         Figure 16.12: Phase 3a to Market Approval Print Journal Ads Spending (US Launches)

28           2 Figure 16.13: Phase 3a to Market Approval Promotional Speaker Programs Spending (US Launches)

282         Figure 16.14: Phase 3a to Market Approval Congresses, Symposia and Conference Promotions Spending (US Launches)

283         Figure 16.15: Phase 3a to Market Approval Digital Marketing Spending (US Launches)

283         Figure 16.16: Phase 3a to Market Approval Physician Support Programs Spending (US Launches)

284         Figure 16.17: Phase 3a to Market Approval Patient Communication and Education Spending (US Launches)

Market Approval to Launch Date

285         Figure 16.18: Market Approval to Launch Date Average Spending Mix (US Launches)

286         Figure 16.20: Market Approval to Launch Date Medical Education Spending (US Launches)

286         Figure 16.21: Market Approval to Launch Date Medical Information Spending (US Launches)

287         Figure 16.22: Market Approval to Launch Date Thought Leader Activities/MSL Programs Spending (US Launches)

287         Figure 16.23: Market Approval to Launch Date Medical Publications Spending (US Launches)

288         Figure 16.24: Market Approval to Launch Date Market Research Spending (US Launches)

288         Figure 16.25: Market Approval to Launch Date Competitive Intelligence Spending (US Launches)

289         Figure 16.26: Market Approval to Launch Date Health Economics and Outcomes Research Spending (US Launches)

289         Figure 16.27: Market Approval to Launch Date Pricing and Reimbursement Spending (US Launches)

290         Figure 16.28: Market Approval to Launch Date Detail Aids and Promotional Materials Spending (US Launches)

290         Figure 16.29: Market Approval to Launch Date Print Journal Ads Spending (US Launches)

291         Figure 16.30: Market Approval to Launch Date Promotional Speaker Programs Spending (US Launches)

291         Figure 16.31: Market Approval to Launch Date Congresses, Symposia and Conference Promotions Spending (US Launches)

292         Figure 16.32: Market Approval to Launch Date Digital Marketing Spending (US Launches)

292         Figure 16.33: Market Approval to Launch Date Physician Support Programs Spending (US Launches)

293         Figure 16.34: Market Approval to Launch Date Patient Communication and Education Spending (US Launches)

294         Figure 16.35: Launch Date to 6 Months Post-Launch Average Spending Mix (US Launches)

Launch Date to 6 Months Post-Launch

295         Figure 16.37: Launch Date to 6 Months Post-Launch Medical Education Spending (US Launches)

295         Figure 16.38: Launch Date to 6 Months Post-Launch Medical Information Spending (US Launches)

296         Figure 16.39: Launch Date to 6 Months Post-Launch Thought Leader Activities/MSL Programs Spending (US Launches)

296         Figure 16.40: Launch Date to 6 Months Post-Launch Medical Publications Spending (US Launches)

297         Figure 16.41: Launch Date to 6 Months Post-Launch Market Research Spending (US Launches)

297         Figure 16.42: Launch Date to 6 Months Post-Launch Competitive Intelligence Spending (US Launches)

298         Figure 16.43: Launch Date to 6 Months Post-Launch Health Economics and Outcomes Research Spending (US Launches)

298         Figure 16.44: Launch Date to 6 Months Post-Launch Pricing and Reimbursement Spending (US Launches)

299         Figure 16.45: Launch Date to 6 Months Post-Launch Detail Aids and Promotional Materials Spending (US Launches)

299         Figure 16.46: Launch Date to 6 Months Post-Launch Print Journal Ads Spending (US Launches)

300         Figure 16.47: Launch Date to 6 Months Post-Launch Promotional Speaker Programs Spending (US Launches)

300         Figure 16.48: Launch Date to 6 Months Post-Launch Congresses, Symposia and Conference Promotions Spending (US Launches)

301         Figure 16.49: Launch Date to 6 Months Post-Launch Digital Marketing Spending (US Launches)

301          Figure 16.50: Launch Date to 6 Months Post-Launch Physician Support Programs Spending (US Launches)

302         Figure 16.51: Launch Date to 6 Months Post-Launch Patient Communication and Education Spending (US Launches)