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Optimizing Promotional Alliances: Benchmarking Co-marketing and Co-promotion Strategies in the Pharmaceutical Industry
Datamonitor, May 2003, Pages: 119
Introduction
Co-commercialization is an inevitable outcome of failing pipelines and the need to drive a product's market uptake within the shortest period, especially when new disease and geographical markets are sought. This benchmark analysis of current co-marketing and co-promotion alliances over a 24-month period provides a case study analysis of best practice.
Scope
Benchmarks 24 months' worth of co-promotion and co-marketing deals according to type of companies, therapy areas, geographical focus and deal value
Determines the main reasons behind failure of alliances through case study analysis and in-depth interviews with senior executives from 25 companies
Identifies licensing opportunities provided by a number of marketed products that could be divested from the portfolios of the leading 40 companies
Contributing companies include Pfizer, Novartis, Eli Lilly, Bayer, Schwarz Pharma, Merckle, Organon, Janssen, Kowa, Fujisawa, Chiesi, Bayer, Galderma
Report Highlights
Provides insight into the deal structures of 53 co-promotion and 19 co-marketing agreements publicized between July 2001 and July 2003. These deals are evaluated according to the product's developmental or marketed lifecycle stage, disease markets sought, and geographical emphasis.
Profiles the revenue opportunities offered by a number of marketed products that are potential divestments for the leading 40 companies. These very products provide key licensing opportunities for companies that are seeking increased revenue streams within a targeted disease market
Analyzes the results of The Promotional Alliances 2003 Survey across 25 pharmaceutical and biotechnology companies. The data includes opinions and inference relating to best practice from senior business development managers, sales and marketing executives and strategists within the industry
Reasons to Purchase
Benchmark your organization's co-commercialization practice in terms of deal value when entering into either co-promotion or co-marketing alliances
Identify the licensing opportunities present in certain disease markets in order to boost the revenue performance of your sales force
Determine co-commercialization trends within the industry and identify where the revenue opportunities lie as licensing is forecast to escalate
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