US Launch Phase IIIa Phase IIIb and Launch Year Brand Commercialization

Uncover real-world brand budgets for Phase IIIa, Phase IIIb and products’ launch years:

Explore marketing budgets for 6 brands as they move through Phase IIIa, Phase IIIb and the launch year.

Each easy-to-navigate brand profile walks you through the various phases’ spending in four critical areas of product management:

Advertising and Promotion

Detail Aids

Samples

Journal ads

Patient education programs

DTC ads

Speaker programs

Medical Affairs

Thought leader development

Thought leader programs

Medical education

Medical information

Decision Support

Market research

Competitive intelligence

Market Access

Pricing strategy and analysis

Pharmacoeconomics

Reimbursement

Increasingly stiff competition combined with enormous market pressures that shorten brand timelines make achieving a drug’s full sales potential much more difficult in today's pharmaceutical environment. Brand leaders must be finely attuned to their brands’ unique strengths and weaknesses, including the realities of markets, clinical profiles and their own companies’ capacity to support effective promotion, if they hope to help their products reach full sales potential.

With these pressures in place, commercialization efforts during the last stages of drug development leading up to launch are critical to long-term success. Companies must not only develop a strategic marketing mix that will be most effective for their brands but also be prepared to back the chosen promotional activities with sufficient resources.

Understanding these resource allocations in terms of both raw dollars and real-world contexts provides a powerful advantage for brand teams, marketing units, market research personnel, reimbursement groups and other parties involved in every brand’s life.

Published 2007

189 Pages

400+ Metrics

200+ Charts and Diagrams

PDF Format
Table of Contents
Price: $7,695.00 / GBP3,847.50