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Blockbuster Pharmaceutical Launches: Establishing Market Leadership


Description: The blockbuster drug model drove the pharmaceutical industry to great heights for decades. In the current pharmaceutical market, however, blockbusters are becoming few and far between. In what can sometimes be a search for pharma’s holy grail, the difference between discovering a blockbuster and the next me-too product often comes down to experience and expenditure.

Blockbusters are not simply born out of large pharmaceutical companies’ expansive pocketbooks. Instead, it is their past experience commercializing drugs in varied markets with large patient populations that has taught blockbuster brand teams how to avoid common pitfalls. The blockbuster brands profiled in this latest study have experienced, savvy promotional infrastructures that support drug launches every step of the way with expert solutions.

Furthermore, blockbuster drugs rely so heavily on acceptance from the medical community, that it’s no wonder why they deliver the massive returns that make them blockbusters. Blockbuster brands are consistently supported by efficient, streamlined thought leader development programs designed to win the medical community’s acceptance and propel the drug to rapid peak annual sales.

Therapeutic Areas:

Cardiovascular
Central Nervous System
Depression
Endocrinology
Metabolism
Musculoskeletal
Oncology
Pain
Respiratory
Rheumatology
Urology
Women’s Health


The following recommendations and conclusions were among the top study findings:

Invest in thought leader development to generate widespread market acceptance prior to Launch.
Analysts identified thought leader development as a critical component to blockbuster brand teams’ successes. Blockbuster brand teams tap the medical community early in development and continue to invest in opinion leaders for a number of purposes, including publications planning, speaker opportunities and continuing medical education...

Assign marketing resources to overcome unique blockbuster brand challenges

Every brand comes to market under unique marketing circumstances. Not all drugs are able to benefit from a mature promotional infrastructure or a strong clinical profile – so blockbuster product teams must work diligently to provide their brands with comprehensive marketing efforts that underscore drugs’ strong attributes and surmount their downfalls. To accomplish this feat, companies deliberately and strategically allocate resources to a marketing mix that best compliments their objectives. Therefore, competitors can learn much about a drug’s profile by looking at the brand team’s budget allocations...

Market research dominates early-phase US commercialization spending

Early in a drug's lifecycle, project and brand teams' primary objectives are to start outlining the competitive landscape, identify unmet needs and spot potential problem areas that could inhibit a drug's US commercial development in the years ahead. Marketers tackle these challenges with market research, which is one of the best tools brand teams have at their disposal early on. US resource allocation analysis shows that market research spending dominates early marketing budgets…

Negotiate co-promotion agreements to overcome a lack of European promotional infrastructure, extend commercial reach and increase market penetration in Europe

To expand their reach in Europe and to fully penetrate the market, five of the six European brand developers have either signed co-promotion agreements or plan to do so. These brands, each with its own unique combination of European promotions experience and infrastructure, sought co-promotion partners with the promotional capabilities and European presence that best complements their situations…

Advertising spending consumes 12% less of European marketing budgets than global spending

One core marketing strategy that brand teams approach differently in Europe is advertising. The absence of direct-to-consumer (DTC) advertising in Europe means companies must shift the strategies they use to promote key product platforms in the US and other markets. Instead of relying so heavily on advertising to spread the word of their products’ clinical merits, European brand teams instead target influencer and prescriber networks through other channels, including advisory boards, symposia, congresses, thought leader relationships and their sales forces…


Contents: Charts and Graphics

RESOURCE ALLOCATION AND STRATEGIC PROFILES

Figure E.1: Study Context: Therapeutic Areas 16
Figure E.2: Niche Brand Commercialization Spending Breakdown 25
Figure E.3: Percent of Marketing Budget by Phase 26

GLOBAL RESOURCE ALLOCATION
Figure 1.1: Mid-Level Brand Global Expenditures and Sales 30
Table 1.1: Global Launch Context 31
Figure 1.2: Global Spending 36
Figure 1.3: Global Staffing 36
Figure 1.4: Global Activities Spending 37
Figure 1.5: Global Activities Staffing 37
Figure 1.6: Global Market Research Spending 38
Figure 1.7: Global Market Research Staffing 38
Figure 1.8: Global Thought Leader Development Spending 39
Figure 1.9: Global Thought Leader Development Staffing 39
Figure 1.10: Global Advertising Spending 40
Figure 1.11: Global Advertising Staffing 40

Brand 1
Table 1.2: Brand 1 Spending 42
Figure 1.12: Brand 1: Budget Allocation 42
Table 1.3: Brand 1 Staffing 43
Figure 1.13: Brand 1: Staffing Allocation 43
Figure 1.14: Brand 1: Launch Context 44

Brand 2
Table 1.4 Brand 2 Spending Table 48
Figure 1.15: Brand 2: Budget Allocation 48
Table 1.5: Brand 2 Staffing Table 49
Figure 1.16: Brand 2: Staffing Allocation 49
Figure 1.17: Brand 2: Launch Context 50

Brand 3
Table 1.6: Brand 3 Spending 54
Figure 1.18: Brand 3: Budget Allocation 54
Table 1.7: Brand 3 Staffing 55
Figure 1.19: Brand 3: Staffing Allocation 55
Figure 1.20: Brand 3: Launch Context 56

Brand 4
Table 1.8: Brand 4 Spending 60
Figure 1.21: Brand 4: Budget Allocation 60
Table 1.9: Brand 4 Staffing 61
Figure 1.22: Brand 4: Staffing Allocation 61
Figure 1.23: Brand 4: Launch Context 62

Brand 5
Table 1.10: Brand 5 Staffing 66
Figure 1.24: Brand 5: Budget Allocation 66
Table 1.11: Brand 5 Spending 67
Figure 1.25: Brand 5: Staffing Allocation 67
Figure 1.26: Brand 5: Launch Context 68

EUROPEAN MARKETING
Figure 2.1: European Marketing Mix 75
Table 2.1: European Launch Context 76
Figure 2.2: European Total Spending 81
Figure 2.3: European Total Staffing 81
Figure 2.4: European Brand Activities Spending 82
Figure 2.5: European Brand Activities Staffing 82
Figure 2.6: European Market Research Spending 83
Figure 2.7: European Market Research Staffing 83
Figure 2.8: European Thought Leader Development Spending 84
Figure 2.9: European Thought Leader Development Staffing 84
Figure 2.10: European Advertising Spending 85
Figure 2.11: European Advertising Staffing 85
Figure 2.12: Average European Marketing Spending as % of European Peak Annual Sales (by Resource Category) 88
Figure 2.13: Average Peak European Marketing Staffing (by Resource Category) 88
Figure 2.14: European Marketing Spending (as % of European Peak Annual Sales) 89
Figure 2.15: Niche Brands’ Peak Total Marketing Staffing 89
Figure 2.16: Brand Activities Spending (as % of European Peak Annual Sales) 90
Figure 2.17: Peak European Brand Activities Staffing 90
Figure 2.18: European Market Research Spending (as % of European Peak Annual Sales) 91
Figure 2.19: Peak European Market Research Staffing 91
Figure 2.20: European Thought Leader Development Spending (as % of European Peak Annual Sales) 92
Figure 2.21: Peak European Thought Leader Development Staffing 92
Figure 2.22: European Advertising Spending (as % of European Peak Annual Sales) 93
Figure 2.23: Peak European Advertising Staffing 93

Brand 6
Table 2.2: Brand 6 Spending 95
Figure 2.24: Brand 6: Budget Allocation 95
Table 2.3: Brand 6 Staffing 96
Figure 2.25: Brand 6: Staffing Allocation 96
Figure 2.26: Brand 6: Launch Context 97

Brand 7
Table 2.4: Brand 7 Spending 101
Figure 2.27: Brand 7: Budget Allocation 101
Table 2.5: Brand 7 Staffing 102
Figure 2.28: Brand 7: Staffing Allocation 102
Figure 2.29: Brand 7: Launch Context 103

Brand 8
Table 2.6: Brand 8 Spending Table 107
Figure 2.30: Brand 8: Budget Allocation 107
Table 2.7: Brand 8 Staffing Table 108
Figure 2.31: Brand 8: Staffing Allocation 108
Figure 2.32: Brand 8: Launch Context 109

Brand 9
Table 2.8: Brand 9 Spending 114
Figure 2.33: Brand 9: Budget Allocation 114
Table 2.9: Brand 9 Staffing 115
Figure 2.34: Brand 9: Staffing Allocation 115
Figure 2.35: Brand 9: Launch Context 116
Table 2.10: Brand 10 Spending 119

Brand 10
Figure 2.36: Brand 10: Budget Allocation 120
Figure 2.37: Brand 10: Budget Allocation (Early-Stage) 120
Table 2.11: Brand 10 Staffing 121
Figure 2.38: Brand 10: Staffing Allocation 121
Figure 2.39: Brand 10: Launch Context 122

Brand 11
Table 2.12: Brand 11 Staffing 126
Figure 2.41: Brand 10: Budget Allocation (Early-Stage) 127
Figure 2.40: Brand 11: Budget Allocation 127
Table 2.13: Brand 11 Spending 128
Figure 2.42: Brand 11: Staffing Allocation 128
Figure 2.43: Brand 11: Launch Context 129

US COMMERCIALIZATION
Figure 3.1: US Marketing Mix 134
Table 3.1: US Launch Context 135
Figure 3.2: US Total Spending 138
Figure 3.3: US Total Staffing 138
Figure 3.4: US Brand Activities Spending 140
Figure 3.5: US Brand Activities Staffing 140
Figure 3.6: US Market Research Spending 141
Figure 3.7: US Market Research Staffing Figure 142
Figure 3.8: US Thought Leader Development Spending 143
Figure 3.9: US Thought Leader Development Staffing 144
Figure 3.10: US Advertising Spending 145
Figure 3.11: US Advertising Staffing 145

Brand 12
Table 3.2: Brand 12 Spending 147
Figure 3.12: Brand 12: Budget Allocation 147
Table 3.3: Brand 12 Staffing Table 148
Figure 3.13: Brand 12: Staffing Allocation 148
Figure 3.14: Brand 12: Launch Context 149
Figure 3.15: Brand 12 Sales Investment vs. US Average 151

Brand 13
Table 3.4: Brand 13 Spending 153
Figure 3.16: Brand 13: Budget Allocation 154
Figure 3.17: Brand 13: Budget Allocation (Early-Stage) 154
Table 3.5: Brand 13 Staffing Table 155
Figure 3.18: Brand 13: Staffing Allocation 155
Figure 3.19: Brand 13: Launch Context 156
Figure 3.20: Brand 13 Sales Investment vs. US Average 159

Brand 14
Table 3.6: Brand 14 Spending 161
Figure 3.22: Brand 14: Budget Allocation (Early-Stage) 162
Figure 3.21: Brand 14: Budget Allocation 162
Table 3.7: Brand 14 Staffing Table 163
Figure 3.23: Brand 14: Staffing Allocation 163
Figure 3.24: Brand 14: Launch Context 164
Figure 3.25: Brand 14 Sales Investment vs. US Average 167


Brand 15
Table 3.8: Brand 15 Spending 169
Figure 3.27: Brand 15: Budget Allocation (Early-Stage) 170
Figure 3.26: Brand 15: Budget Allocation 170
Table 3.9: Brand 15 Staffing Table 171
Figure 3.28: Brand 15: Staffing Allocation 171
Figure 3.29: Brand 15: Launch Context 172
Figure 3.30: Brand 15 Sales Investment vs. US Average 175

Brand 16
Table 3.10: Brand 16 Spending 177
Figure 3.32: Brand 16: Budget Allocation (Early-Stage) 178
Figure 3.31: Brand 16: Budget Allocation 178
Table 3.11: Brand 16 Staffing Table 179
Figure 3.33: Brand 16: Staffing Allocation 179
Figure 3.34: Brand 16: Launch Context 180
Figure 3.35: Brand 16 Sales Investment vs. Niche Average 183

Brand 17
Table 3.12: Brand 17 Spending 185
Figure 3.36: Brand 17: Budget Allocation 185
Table 3.13: Brand 17 Staffing Table 186
Figure 3.37: Brand 17: Staffing Allocation 186
Figure 3.38: Brand 17: Launch Context 187
Figure 3.39: Brand 17 Sales Investment vs. Niche Average 190


Companies Mentioned Abbott Laboratories Amgen AstraZeneca Berlex CV Therapeutics Dendreon Eli Lilly Johnson & Johnson Merck KGaA Novo Nordisk Organon Pfizer Procter & Gamble Roche Sanofi-Aventis TAP Pharmaceuticals


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