Pharmaceutical Commercialization Profiles

$6,495.00

This report serves as a guide to pharmaceutical companies undertaking new product planning or determining pharmaceutical brand launch support levels and resources during pre-clinical development to two years on the market. Research highlights how brands determine resource levels — both brand spend budgets and brand commercialization committee members.

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Report Details

This report examines individual time frames — early commercialization (Pre-Clinical to Phase 2), late-stage commercialization (Phase 3a to Registration and Launch), and post-launch (launch year to two years post launch).  Individual chapters offer overviews of trends within each timeframe.  The report also includes case studies and product profiles that provide details for various expense categories . Lastly, the research examines when brand teams begin specific activities.  Overall the report offers an in-depth analysis of strategy and commercial planning timelines.

Report details:

  • 4 chapters + an Executive Summary
  • 147 pages
  • 400+ metrics
  • 110+ graphics

Data have been split by Phase/Timeframe:

  • Early commercialization (Pre-Clinical to Phase 2)
  • Late-stage commercialization (Phase 3a to Registration and Launch)
  • Post-launch (Launch Year to Two-Years Post Launch)

Data have also been split by company size:

  • Top 10
  • Top 50
  • Small
  • Biotech

Data are also broken down by geography:

  • United States
  • Europe
  • Asia

Brand categories cover:

  • First-in-class treatment
  • Follow-on products

Data highlights include: 

  • Profiles for 28 brands — spanning multiple therapeutic areas and markets — detailing resource allocation across the product lifecycle, from Pre-Clinical to 2nd year on market.
  • Data showing size and different functions’ involvement in brand committees from Pre-Clinical to post-launch.
  • Benchmarks showing real-company examples of brand spending for specific activities (e.g. thought leader development, HEOR, medical publications strategy)
  • Timeline metrics showing companies’ completion, by phase, of brand commercialization activities, including pricing studies, packaging development and brand naming
  • Data showing percentage of brand commercialization budget allocated to medical affairs, marketing and market access
  • Charts depicting the relationship between brand spending and brand revenue, per phase

Top Reasons to Buy This Pharmaceutical Commercialization Profiles Report

Create cross-functional committees to coordinate activities and mitigate challenges throughout brand development and pharmaceutical commercialization: Developing brands require support from several functions throughout the company. As multiple teams work on the pharmaceutical brand launch, they must coordinate their activities and timelines to move it more quickly to market. This report examines the key components of brand commercialization throughout the product lifecycle and how to combine the internal expertise to set brand strategy and budgets.

Define pharmaceutical brand budgets early, but remain flexible to unexpected opportunities: Pharmaceutical companies determine annual brand spend based on a number of factors — including the product’s market entry, expected peak revenue and the company’s own resources. While each brand is unique, many teams draw on previous launch and support experiences to set budgets. Pharmaceutical Commercialization Profiles examines how life science organizations distribute brand spend resources to optimize pharmaceutical commercialization and market potential during late-stage development.

Begin brand assessment and market research activities as soon as pre-clinical development: Brand assessments form the foundation for pharmaceutical brand launch strategies as products mature. While companies can perform these activities at any time in the lifecycle, many surveyed firms first take on these assessments during early development. In some cases, brand teams begin assessing their products and commercial landscapes as early as pre-clinical development. This report includes charts detailing the percentage of companies completing specific brand assessment activities, by development phase, as well as company spending on specific brand assessment activities.

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

Excerpt from

Pharmaceutical firms face a number of challenges moving emerging brands through development and into today’s saturated commercial landscape. Brand teams must begin strategizing and determining commercialization spends early in the development process. In many cases, companies begin initial market assessments as early as pre-clinical development. However, commercialization committees need the human and financial resources to support products as they mature.

This report serves as a guide to pharmaceutical companies that are undertaking new product planning or determining brand support levels and resources during pre-clinical development to two years on the market. Research highlights how brands determine resource levels — both brand spend budgets and brand commercialization committee members.

Sample List of Companies that Participated in this Study:

Pharmaceutical Commercialization Participants

Table of Contents

8             Executive Summary

9             Pharmaceutical Brand Commercialization: Key Recommendations for Success

22           Supporting Brand Activities Throughout the Product Lifecycle

23           Consider Key Product Attributes and Internal Resources to Develop Brand Strategies

35           Invest Brand Resources to Support Strategic Assessments and Activities Throughout the Product Lifecycle

51           Maintain Flexible Strategies Throughout the Product Lifecycle to Mitigate Challenges

52           Resourcing Product Commercialization through Early Clinical Development

53           Support Brands Early During Product Development to Optimize Market Potential

64           Early Development Brand Spend Profiles

85           Preparing for Market Entry During Late-Stage Development

86           Increase Commercialization Resources to Optimize Market Impact

98           Late-Stage Development Brand Spend Profiles

121        Optimizing Brand Commercialization Post-Launch

122        Continue High-Level Brand Support Post-Launch to Guide Market Impact and Success

133         Post-Launch Brand Spend Profiles

CHARTS AND GRAPHICS

8             Executive Summary

9             Pharmaceutical Brand Commercialization: Key Recommendations for Success

10           Figure E.1: Functions Represented on Brand Commercialization Committee: Pre-Clinical

10           Figure E.2: Functions Represented on Brand Commercialization Committee, Phase 3

13           Figure E.3: Percentage of Companies Completing Specific Brand Assessment Activities, by Development Phase

15           Figure E.4: Average Percentage of Marketing and Commercial Spend Allocated to Specific Activities, by Phase: Phase 3a to Registration and Launch

16           Figure E.5: Average Percentage of Marketing and Commercial Spend Allocated to Specific Activities, by Phase: Launch Year to Second Year on Market

22           Supporting Brand Activities Throughout the Product Lifecycle

23           Consider Key Product Attributes and Internal Resources to Develop Brand Strategies

28           Figure 1.1: Functions Represented on Brand Commercialization Committee: Pre-Clinical

28           Figure 1.2: Functions Represented on Brand Commercialization Committee: Phase 1

29           Figure 1.3: Functions Represented on Brand Commercialization Committee: Phase 2

29           Figure 1.4: Functions Represented on Brand Commercialization Committee: Phase 3

31           Figure 1.5: Number of FTEs Serving on Brand Commercialization Committees During Pre-Clinical Development, by Function

31           Figure 1.6: Number of FTEs Serving on Brand Commercialization Committees During Phase 1 Development, by Function

32          Figure 1.7: Number of FTEs Serving on Brand Commercialization Committees During Phase 2 Development, by Function

32          Figure 1.8: Number of FTEs Serving on Brand Commercialization Committees During Phase 3 Development, by Function

35          Invest Brand Resources to Support Strategic Assessments and Activities Throughout the Product Lifecycle

36           Figure 1.9: Percentage of Companies Completing Specific Brand Assessment Activities, by Development Phase

37           Figure 1.10: Company Spending (in USD) on Specific Brand Assessment Activities

39           Figure 1.11: Percentage of Companies Completing Specific Brand Strategy and Planning Activities, by Development Phase

40           Figure 1.12: Company Spending (in USD) on Specific Brand Strategy and Planning Activities

42           Figure 1.13: Percentage of Companies Completing Specific Brand Commercialization Activities, by Development Phase

43           Figure 1.14: Company Spending on Specific Brand Commercialization Activities

51           Maintain Flexible Strategies Throughout the Product Lifecycle to Mitigate Challenges

52          Resourcing Product Commercialization through Early Clinical Development

53          Support Brands Early During Product Development to Optimize Market Potential

54          Figure 2.1: Percentage of Budget Dedicated to Specific Spending Categories, by Region: Pre-Clinical

54           Figure 2.2: Percentage of Budget Dedicated to Specific Spending Categories, by Region: Phase 1

55           Figure 2.3: Percentage of Budget Dedicated to Specific Spending Categories, by Region: Phase 2

56           Figure 2.4: Percentage of Budget Dedicated to Specific Spending Categories, by Company Size: Pre-Clinical

57           Figure 2.5: Percentage of Budget Dedicated to Specific Spending Categories, by Company Size: Phase 1

57           Figure 2.6: Percentage of Budget Dedicated to Specific Spending Categories, by Company Size: Phase 2

59           Figure 2.7: Percentage of Budget Dedicated to Specific Spending Categories, by Market Entry: Pre-Clinical

59           Figure 2.8: Percentage of Budget Dedicated to Specific Spending Categories, by Market Entry:      Phase 1

60           Figure 2.9: Percentage of Budget Dedicated to Specific Spending Categories, by Market Entry:      Phase 2

61           Figure 2.10: Brand Spend v. Expected Peak Revenue: Pre-Clinical

61           Figure 2.11: Brand Spend v. Expected Peak Revenue: Phase 1

62           Figure 2.12: Brand Spend v. Expected Peak Revenue: Phase 2

63           Figure 2.13: Percentage of Change in Total Brand Spend Across Early Development

64           Early Development Brand Spend Profiles

65           Figure 2.14: Company 1 Brand Background and Spend

66           Figure 2.15: Company 1 Spending by Category and Development Phase

67           Figure 2.16: Company 2 Brand Background and Spend

68           Figure 2.17: Company 2 Spending by Category and Development Phase

69           Figure 2.18: Company 3 Brand Background and Spend

70           Figure 2.19: Company 3 Spending by Category and Development Phase

71           Figure 2.20: Company 4 Brand Background and Spend

72           Figure 2.21: Company 4 Spending by Category and Development Phase

73           Figure 2.22: Company 5 Brand Background and Spend

74           Figure 2.23: Company 5 Spending by Category and Development Phase

75           Figure 2.24: Company 6 Brand Background and Spend

76           Figure 2.25: Company 6 Spending by Category and Development Phase

77           Figure 2.26: Company 7 Brand Background and Spend

78           Figure 2.27: Company 7 Spending by Category and Development Phase

79           Figure 2.28: Company 8 Brand Background and Spend

80           Figure 2.29: Company 8 Spending by Category and Development Phase

81           Figure 2.30: Company 9 Brand Background and Spend

82           Figure 2.31: Company 9 Spending by Category and Development Phase

83           Figure 2.32: Company 10 Brand Background and Spend

84           Figure 2.33: Company 10 Spending By Category and Development Phase

85           Preparing for Market Entry During Late-Stage Development

86           Increase Commercialization Resources to Optimize Market Impact

98           Late-Stage Development Brand Spend Profiles

87           Figure 3.1: Percentage of Budget Dedicated to Specific Spending Categories, by Region: Phase 3a

88           Figure 3.2: Percentage of Budget Dedicated to Specific Spending Categories, by Region: Phase 3b

88           Figure 3.3: Percentage of Budget Dedicated to Specific Spending Categories, by Region: Registration and Launch

90           Figure 3.4: Percentage of Budget Dedicated to Specific Spending Categories, by Company Size: Phase 3a

90           Figure 3.5: Percentage of Budget Dedicated to Specific Spending Categories, by Company Size: Phase 3b

91           Figure 3.6: Percentage of Budget Dedicated to Specific Spending Categories, by Company Size: Registration and Launch

93           Figure 3.7: Percentage of Budget Dedicated to Specific Spending Categories, by Product Type: Phase 3a

93           Figure 3.8: Percentage of Budget Dedicated to Specific Spending Categories, by Market Entry: Phase 3b

94           Figure 3.9: Percentage of Budget Dedicated to Specific Spending Categories, by Market Entry: Registration and Launch

95           Figure 3.10: Brand Spend v. Expected Peak Revenue: Phase 3a

95           Figure 3.11: Brand Spend v. Expected Peak Revenue: Phase 3b

96           Figure 3.12: Brand Spend v. Expected Peak Revenue: Registration and Launch

97           Figure 3.13: Percentage of Change in Total Brand Spend Across Late-Stage Development

99           Figure 3.14: Company 11 Brand Background and Spend

100        Figure 3.15: Company 11 Spending by Category and Development Phase

101        Figure 3.16: Company 12 Brand Background and Spend

102        Figure 3.17: Company 12 Spending by Category and Development Phase

103        Figure 3.18: Company 13 Brand Background and Spend

104        Figure 3.19: Company 13 Spending by Category and Development Phase

105        Figure 3.20: Company 14 Brand Background and Spend

106        Figure 3.21: Company 14 Spending by Category and Development Phase

107        Figure 3.22: Company 15 Brand Background and Spend

108        Figure 3.23: Company 15 Spending by Category and Development Phase

109        Figure 3.24: Company 3 Brand Background and Spend

110        Figure 3.25: Company 3 Spending by Category and Development Phase

111        Figure 3.26: Company 16 Brand Background and Spend

112        Figure 3.27: Company 16 Spending by Category and Development Phase

113        Figure 3.28: Company 17 Brand Background and Spend

114        Figure 3.29: Company 17 Spending by Category and Development Phase

115        Figure 3.30: Company 18 Brand Background and Spend

116        Figure 3.31: Company 18 Spending by Category and Development Phase

117        Figure 3.31: Company 19 Brand Background and Spend

118        Figure 3.32: Company 19 Spending by Category and Development Phase

119        Figure 3.33: Company 20 Brand Background and Spend

120        Figure 3.34: Company 20 Spending by Category and Development Phase

121        Optimizing Brand Commercialization Post-Launch

122        Continue High-Level Brand Support Post-Launch to Guide Market Impact and Success

123         Figure 4.1: Percentage of Budget Dedicated to Specific Spending Categories, by Region: Launch Year

124         Figure 4.2: Percentage of Budget Dedicated to Specific Spending Categories, by Region: First Year on Market

124         Figure 4.3: Percentage of Budget Dedicated to Specific Spending Categories, by Region: Second Year on Market

126         Figure 4.4: Percentage of Budget Dedicated to Specific Spending Categories, by Company Size: Launch Year

126         Figure 4.5: Percentage of Budget Dedicated to Specific Spending Categories, by Company Size: First Year on Market

127         Figure 4.6: Percentage of Budget Dedicated to Specific Spending Categories, by Company Size: Second Year on Market

128         Figure 4.7: Percentage of Budget Dedicated to Specific Spending Categories, by Market Entry: Launch Year

129         Figure 4.8: Percentage of Budget Dedicated to Specific Spending Categories, by Market Entry: First Year on Market

129         Figure 4.9: Percentage of Budget Dedicated to Specific Spending Categories, by Market Entry: Second Year on Market

130        Figure 4.10: Brand Spend v. Expected Peak Revenue: Launch Year

131        Figure 4.11: Brand Spend v. Expected Peak Revenue: First Year on Market

131        Figure 4.12: Brand Spend v. Expected Peak Revenue: Second Year on Market

132        Figure 4.13: Percentage of Change in Total Brand Spend from Launch Through the Second Year on Market

133         Post-Launch Brand Spend Profiles

134        Figure 4.14: Company 11 Brand Background and Spend

135        Figure 4.15: Company 11 Spending by Category and Development Phase

136        Figure 4.16: Company 12 Brand Background and Spend

137        Figure 4.17: Company 12 Spending by Category and Development Phase

138        Figure 4.18: Company 21 Brand Background and Spend

139        Figure 4.19: Company 21 Spending by Category and Development Phase

140        Figure 4.20: Company 22 Brand Background and Spend

141        Figure 4.21: Company 22 Spending by Category and Development Phase

142        Figure 4.22: Company 13 Brand Background and Spend

143        Figure 4.23: Company 13 Spending by Category and Development Phase

144        Figure 4.24: Company 14 Brand Background and Spend

145        Figure 4.25: Company 14 Spending by Category and Development Phase

146        Figure 4.26: Company 23 Brand Background and Spend

147        Figure 4.27: Company 23 Spending by Category and Development Phase