Product Director Guide to Promotional Mix

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Cutting Edge Information published this report to assist individuals and teams who seek guidance in the allocation of post-launch marketing resources for pharmaceutical and
biotechnology brands in the United States.

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Report Details

Publication Date: September 2006
Pages: 181
Metrics: 350+
Charts/Graphics: 135+

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The following research is an in-depth exploration of nine brands’ marketing resource allocations between their first and third years on the market. These brands come from a range of companies, therapeutic areas and drug classes, but they share a basic similarity: the commercial need to drive sales uptake as rapidly as possible.

The data analysis contained in this report is gathered from brand managers and directors, marketing team members, and vice presidents of marketing at several different companies. These brands’ examples – which address a range of competitive pressures, resource support situations, clinical proficiency, and commercial prospects – provide models for teams moving to post-launch with varying levels of resource support.

  • Receive the following for (9) brand profiles:
    • brand signposts (competitive landscape, clinical profile, and promotional infrastructure)
    • peak sales
    • total spending
    • promotional mix spending by year
    • decision support and market access spending by year
    • brand analysis

Information for this study was developed from both primary and secondary sources. The research team conducted primary interviews and quantitative surveys to gather information directly from the marketing executives and brand team members involved in each brand’s post-launch marketing.

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 Product Director Guide to Promotional Mix

The following research is an in-depth exploration of nine brands’ marketing resource allocations between their first and third years on the market. These brands come from a range of companies, therapeutic areas and drug classes, but they share a basic similarity: the commercial need to drive sales uptake as rapidly as possible.

Table of Contents

15           Executive Summary

17           Profiled Companies

20           Methodology and Definitions

24           Pharmaceutical Product Commercialization: Five Principles for Success

32           Brand 1 Profile

36           Brand 1 Introduction

39           Promotional Mix

43           Decision Support

45           Market Access

48           Brand 2 Profile

52           Brand 2 Introduction

54           Promotional Mix

57           Decision Support

59           Market Access

62           Brand 3 Profile

66           Brand 3 Introduction

68           Promotional Mix

71           Decision Support

73           Market Access

76           Brand 4 Profile

80           Brand 4 Introduction

82           Promotional Mix

84           Decision Support

86           Market Access

88           Brand 5 Profile

92           Brand 5 Introduction

94           Promotional Mix

97           Decision Support

99           Market Access

102         Brand 6 Profile

106         Brand 6 Introduction

108         Promotional Mix

112         Decision Support

114         Market Access

116         Brand 7 Profile

120         Brand 7 Introduction

122         Promotional Mix

125         Decision Support

127         Market Access

130         Brand 8 Profile

134         Brand 8 Introduction

136         Promotional Mix

139         Decision Support

141         Market Access

144         Brand 9 Profile

148         Brand 9 Introduction

150         Promotional Mix

153         Decision Support

155         Market Access

159         Survey Data: Promotional Spending

171         Survey Data: Decision Support

177         Survey Data: Market Access

Charts and Graphics

Executive Summary

Methodology and Definitions

24           Figure E.1: Total Spending by Year

Pharmaceutical Product Commercialization: Five Principles for Success

26           Figure E.2: Breakdown of Market Research Spending

27           Figure E.3: Cumulative Spending and Peak Sales

28           Figure E.4: Spending by Major Category

29           Figure E.5: Major Categories as a Percentage of Total Spending

30           Figure E.6: Market Access Spending: Two Brands

Brand 1 Profile

33           Figure 1.1: Brand 1’s Peak Sales

33           Table 1.1: Brand 1 Total Spending by Category

34           Table 1.2: Brand 1 Promotional Mix Spending by Year

35           Table 1.3: Brand 1 Decision Support and Market Access Spending by Year

36           Figure 1.2: Brand 1 Total Spending

Promotional Mix

39           Figure 1.3: Brand 1 Promotional Mix Spending

40           Figure 1.4: Brand 1 Promotional Mix Spending Percentage Breakdown

Decision Support

43           Figure 1.5: Brand 1 Decision Support Spending

44           Figure 1.6: Brand 1 Decision Support Spending Percentage Breakdown

Market Access

45           Figure 1.7: Brand 1 Market Access Spending

46           Figure 1.8: Brand 1 Market Access Spending Percentage Breakdown

Brand 2 Profile

49           Figure 2.1: Brand 2’s Peak Sales

49           Table 2.1: Brand 2 Total Spending by Category

50           Table 2.2: Brand 2 Promotional Mix Spending by Year

51           Table 2.3: Brand 2 Decision Support and Market Access Spending by Year

52           Figure 2.2: Brand 2 Total Spending

Promotional Mix

54           Figure 2.3: Brand 2 Promotional Mix Spending

55           Figure 2.4: Brand 2 Promotional Mix Spending Percentage Breakdown

Decision Support

57           Figure 2.5: Brand 2 Decision Support Spending

58           Figure 2.6: Brand 2 Decision Support Spending Percentage Breakdown

Market Access

59           Figure 2.7: Brand 2 Market Access Spending

60           Figure 2.8: Brand 2 Market Access Spending Percentage Breakdown

Brand 3 Profile

63           Figure 3.1: Brand 3’s Peak Sales

63           Table 3.1: Brand 3 Total Spending by Category

64           Table 3.2: Brand 3 Promotional Mix Spending by Year

65           Table 3.3: Brand 3 Decision Support and Market Access Spending by Year

66           Figure 3.2: Brand 3 Total Spending

Promotional Mix

68           Figure 3.3: Brand 3 Promotional Mix Spending

69           Figure 3.4: Brand 3 Promotional Mix Spending Percentage Breakdown

Decision Support

71           Figure 3.5: Brand 3 Decision Support Spending

72           Figure 3.6: Brand 3 Decision Support Spending Percentage Breakdown

Market Access

73           Figure 3.7: Brand 3 Market Access Spending

74           Figure 3.8: Brand 3 Market Access Spending Percentage Breakdown

Brand 4 Profile

77           Figure 4.1: Brand 4’s Peak Sales

77           Table 4.1: Brand 4 Total Spending by Category

78           Table 4.2: Brand 4 Promotional Mix Spending by Year

79           Table 4.3: Brand 4 Decision Support and Market Access Spending by Year

80           Figure 4.2: Brand 4 Total Spending

Promotional Mix

82           Figure 4.3: Brand 4’s Promotional Mix Spending

83           Figure 4.4: Brand 4’s Promotional Mix Spending Percentage Breakdown

Decision Support

84           Figure 4.5: Brand 4’s Decision Support Spending

85           Figure 4.6: Brand 4’s Decision Support Spending Percentage Breakdown

Market Access

86           Figure 4.7: Brand 4’s Market Access Spending

87           Figure 4.8: Brand 4’s Market Access Spending Percentage Breakdown

Brand 5 Profile

89           Figure 5.1: Brand 5’s Peak Sales

89           Table 5.1: Brand 5 Total Spending by Category

90           Table 5.2: Brand 5 Promotional Mix Spending by Year

91           Table 5.3: Brand 5 Decision Support and Market Access Spending by Year

92           Figure 5.2: Brand 5 Total Spending

Promotional Mix

94           Figure 5.3: Brand 5 Promotional Mix Spending

95           Figure 5.4: Brand 5 Promotional Mix Spending Percentage Breakdown

Decision Support

97           Figure 5.5: Brand 5 Decision Support Spending

98           Figure 5.6: Brand 5 Decision Support Spending Percentage Breakdown

Market Access

99           Figure 5.7: Brand 5 Market Access Spending

100         Figure 5.8: Brand 5 Market Access Spending Percentage Breakdown

Brand 6 Profile

103         Figure 6.1: Brand 6’s Peak Sales

103         Table 6.1: Brand 6 Total Spending by Category

104         Table 6.2: Brand 6 Promotional Mix Spending by Year

105         Table 6.3: Brand 6 Decision Support and Market Access Spending by Year

106         Figure 6.2: Brand 6 Total Spending

Promotional Mix

108         Figure 6.3: Brand 6 Promotional Mix Spending

110         Figure 6.4: Brand 6 Promotional Mix Spending Percentage Breakdown

Decision Support

112         Figure 6.5: Brand 6 Decision Support Spending

113         Figure 6.6: Brand 6 Decision Support Spending Percentage Breakdown

Market Access

114         Figure 6.7: Brand 6 Market Access Spending

115         Figure 6.8: Brand 6 Market Access Spending Percentage Breakdown

Brand 7 Profile

117         Figure 7.1: Brand 7’s Peak Sales

117         Table 7.1: Brand 7 Total Spending by Category

118         Table 7.2: Brand 7 Promotional Mix Spending by Year

119         Table 7.3: Brand 7 Decision Support and Market Access Spending by Year

120         Figure 7.2: Brand 7 Total Spending

Promotional Mix

122         Figure 7.3: Brand 7 Promotional Mix Spending

123         Figure 7.4: Brand 7 Promotional Mix Spending Percentage Breakdown

Decision Support

125         Figure 7.5: Brand 7 Decision Support Spending

126         Figure 7.6: Brand 7 Decision Support Spending Percentage Breakdown

Market Access

127         Figure 7.7: Brand 7 Market Access Spending

128         Figure 7.8: Brand 7 Market Access Spending Percentage Breakdown

Brand 8 Profile

131         Figure 8.1: Brand 8’s Peak Sales

131         Table 8.1: Brand 8 Total Spending by Category

132         Table 8.2: Brand 8 Promotional Mix Spending by Year

133         Table 8.3: Brand 8 Decision Support and Market Access Spending by Year

134         Figure 8.2: Brand 8 Total Spending

Promotional Mix

136         Figure 8.3: Brand 8 Promotional Mix Spending

137         Figure 8.4: Brand 8 Promotional Mix Spending Percentage Breakdown

Decision Support

139         Figure 8.5: Brand 8 Decision Support Spending

140         Figure 8.6: Brand 8 Decision Support Spending Percentage Breakdown

Market Access

141         Figure 8.7: Brand 8 Market Access Spending

142         Figure 8.8: Brand 8 Market Access Spending Percentage Breakdown

Brand 9 Profile

145         Figure 9.1: Brand 9’s Peak Sales

145         Table 9.1: Brand 9 Total Spending by Category

146         Table 9.2: Brand 9 Promotional Mix Spending by Year

147         Table 9.3: Brand 9 Decision Support and Market Access Spending by Year

148         Figure 9.2: Brand 9 Total Spending

Promotional Mix

150         Figure 9.3: Brand 9 Promotional Mix Spending

151         Figure 9.4: Brand 9 Promotional Mix Spending Percentage Breakdown

Decision Support

153         Figure 9.5: Brand 9 Decision Support Spending

154         Figure 9.6: Brand 9 Decision Support Spending Percentage Breakdown

Market Access

155         Figure 9.7: Brand 9 Market Access Spending

156         Figure 9.8: Brand 9 Market Access Spending Percentage Breakdown

Survey Data: Promotional Spending

160         Figure 10.1: Promotional Spending by Year

160         Figure 10.2: Breakdown of Promotional Spending

161         Figure 10.3: Promotional Spending: Detail Materials

161         Figure 10.4: Breakdown of Detail Materials Spending

162         Figure 10.5: Promotional Spending: Samples

162         Figure 10.6: Breakdown of Samples Spending

163         Figure 10.7: Promotional Spending: Speaker Programs

163         Figure 10.8: Breakdown of Speaker Programs Spending

164         Figure 10.9: Promotional Spending: Journal Ads

164         Figure 10.10: Breakdown of Journal Ads Spending

165         Figure 10.11: Promotional Spending: Publications

165         Figure 10.12: Breakdown of Publications Spending

166         Figure 10.13: Promotional Spending: Medical Education

166         Figure 10.14: Breakdown of Medical Education Spending

167         Figure 10.15: Promotional Spending: Patient Education

167         Figure 10.16: Breakdown of Patient Education Spending

168         Figure 10.17: Promotional Spending: DTC

168         Figure 10.18: Breakdown of DTC Spending

Survey Data: Decision Support

172         Figure 11.1: Decision Support Spending by Year

172         Figure 11.2: Breakdown of Decision Support Spending

173         Figure 11.3: Decision Support Spending: Market Research

173         Figure 11.4: Breakdown of Market Research Spending

174         Figure 11.5: Decision Support Spending: Competitive Intelligence

174         Figure 11.6: Breakdown of Competitive Intelligence Spending

Survey Data: Market Access

178         Figure 12.1: Market Access Spending by Year

178         Figure 12.2: Breakdown of Market Access Spending

179         Figure 12.3: Market Access Spending: Pricing Strategy/Analysis

179         Figure 12.4: Breakdown of Pricing Strategy/Analysis Spending

180         Figure 12.5: Market Access Spending: Pharmacoeconomics

180         Figure 12.6: Breakdown of Pharmacoeconomics Spending

181         Figure 12.7: Market Access Spending: Reimbursement

181        Figure 12.8: Breakdown of Reimbursement Spending