SKU: PH216.
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Pharmaceutical Commercialization Profiles


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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Top Reasons to Read This Pharmaceutical Commercialization Profiles Report

Create cross-functional committees to coordinate activities and mitigate challenges throughout brand development and 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 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.

Key Questions That This Study Answers about Pharmaceutical Brand Launch

  1. Does your brand team need data to justify funding for certain activities, or need evidence to spend in another category?
  2. Is your company involving the right groups — at the right time — in brand commercialization committees?
  3. How much does geography impact brand spending?
  4. How much are your competitors spending for brand launches and support at different points of the product lifecycle?
  5. Are your brands getting the best possible support — ramping up to brand launch and well after market entry?
  6. Do you feel that your company needs to diversify its commercialization investments? Or should come up with a better plan for making these investments?
Price $6,495
Publication Date August 2015
Pages 147
Chapters 4
Metrics 400 +
Charts / Graphics 110 +