Product Director Guide to Promotional Mix

Product Director Guide to Promotional Mix

$995.00

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.

  • Description
  • Additional information

REPORT HIGHLIGHTS

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.

A Product Director’s Guide to Promotional Mix

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

The following research is an in-depth exploration of nine brands’ marketing resource allocations between their first and third years on the market. Back your position with the power of industry intelligence. Our report gives you support for your ideas and prepares you for meetings, presentations and strategy discussions with key executives. Real-world examples show how leading companies allocate marketing resources.

Reason to Buy

This study 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.

Target Audience

The report is designed to help the following individuals:
– Vice presidents
– Directors
– Other senior management
– Brand managers
– Corporate Librarians
– Finance
– Pharmacoeconomic Professional

Chapter Example

Speaker programs and medical education were two activities that the company utilized on an ad hoc basis because limited funding prevented consistent usage. In the first year, speaker programs accounted for 5% of the promotional mix budget, or $200,000. By the third year on the market, funding dropped to $150,000 for speaker programs. The company recognized the importance of thought leaders and advocates in spreading brand awareness but had limited resources for pursuing this strategy.

Medical education fell under the same umbrella. The company had to prioritize items in its small promotional budget, medical education only accounted for a small percentage of total outlays. During Brand 3’s first year on the market, education received 10% of the budget, or $450,000, which dwindled in the second and third years to $300,000.