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Launching Pharmaceutical Megabrands: Best Practices in Marketing Blockbusters
Best Practices LLC, July 2004, Pages: 169
Launching Pharmaceutical Megabrands: Best Practices in Marketing Blockbusters (SM-124) profiles an elite group of high performing pharmaceutical companies that have demonstrated effective operating practices and winning strategies in the area of Marketing Pharmaceutical Blockbusters. By studying other organizations’ successful approaches to marketing blockbusters, your company can improve its multi-phased pre-launch marketing support to drive rapid uptake of new products.
After reading this report, you will know how world-class pharmaceutical companies drive commercially focused drug development to create blockbuster megabrands. Benefits of commercially focused drug development include increased sales, increased speed to market penetration, improved product positioning and market acceptance, and greater marketing impact through market assessment and preparation activities. This online report summary includes key findings, report structure, sample best practices, a table of contents, project maps that illustrate the study's focus, and an order form to facilitate purchase.
METRICS INCLUDED IN THE STUDY
Performance metrics enable executives to perform gap analyses and identify areas needing improvement. Metrics are an important complement to the qualitative best practices included in this study report. Best Practices, LLC analysts collected and analyzed the following key metrics for blockbuster product launches from the companies benchmarked in the study:
- Marketing activities and frequencies at each product phase
- Pre-launch marketing investments
- Total marketing spend for global and U.S. operations
- Pre-launch vs. launch marketing spend
- Marketing spend by activity
- New drug marketing investment by company, phase and activity
- Composition and size of product teams
- Marketing compensation levels
- Product/Brand manager qualifications
- Marketing publications staff responsibilities
Product samples
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