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.
- 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
Data are also broken down by geography:
- United States
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.
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.