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DATAMONITOR HEALTHCARE CONTACT DETAILS Report scope Datamonitor insight into market penetration strategies High sales and marketing investment will only off-set a lack of clinical differentiation in markets with high unmet need Smaller companies should more frequently go it alone when launching drugs into well defined markets In less mature markets, companies need to raise disease or brand awareness. Failure to do so significantly slows product uptake FRAMEWORK FOR ASSESSING MARKET PENETRATION STRATEGIES The launch phase is crucial in determining a drug's overall success Although mega-brand launches raise growth rates expectations, successful market penetration is just as critical for smaller products First year performance as a measure of overall success Datamonitor's SimScore methodology for predicting first year market share The broader methodological context The SimScore methodology Datamonitor's framework for analyzing market penetration strategies in this report LEVERAGING CLINICAL TRIAL DATA TO SUPPORT MARKET LAUNCH STRATEGIES Strategic considerations in using clinical competitiveness data Differentiating by clinical criteria Datamonitor's framework for optimizing use of clinical data Recommendations for making the most of clinical trial data in market launch strategies Case studies on the successful use of clinical trial data Lipitor: overcoming late market entry through high efficacy Celebrex vs Vioxx: the battle over being the first to offer an improved clinical profile Parallels with the COX 2 inhibitors in the diabetes market Relenza: the impact of a lack of clinical benefits in an immature market Sales performance to date Absence of efficacy data across different populations and indications Dubious side-effect profile and problematic administration Conclusions: Relenza's poor performance reflects failure on all clinical counts Summary of case study findings ADAPTING TO EXISTING MARKET DYNAMICS Market dynamics: strategic considerations Factors affecting market dynamics at launch Datamonitor's framework for analyzing successful alignment of launch strategies with existing market dynamics Recommendations for best practice in adapting to existing market dynamics Case studies of the use of pre-launch awareness campaigns Viagra: using the media to generate 'buzz' Lotronex: the impact of poor pre-launch awareness Rituxan: low-key but highly effective physician targeting Case studies of the impact of market composition on product uptake Norvasc: room for new calcium channel blockers despite Procardia's patent expiry Tequin: good uptake in a highly saturated market Summary of case study findings LEVERAGING CORPORATE SALES AND MARKETING CAPABILITIES TO OPTIMIZE PRODUCT UPTAKE Sales and marketing capabilities: strategic considerations Role of sales and marketing capabilities in product launch Datamonitor's framework for analyzing successful company sales and marketing strategy design Recommendations for optimal leverage of corporate sales and marketing capabilities Case studies of the impact of sales and marketing investment in shaping product success Exelon: strong promotion in an immature market with existing gold standard therapy Celexa: innovative marketing strategy yielding success against prominent competition Case studies on enhancing therapeutic or geographic leverage through licensing agreements Agouron: going it alone in a market with high unmet need Amgen's Epogen: licensing to maximize product uptake and build sales and marketing expertise Applications to larger companies: Pfizer as a popular co-promotion partner for products with high potential Summary of case study findings STRATEGIC RECOMMENDATIONS FOR OPTIMIZING MARKET PENETRATION Datamonitor's model of best practice Decision tree: best practice recommendations for entering less mature disease markets Optimizing use of clinical competitiveness Adapting to existing market conditions Leveraging sales and marketing expertise Decision tree: best practice recommendations for entering more mature disease markets Maximizing use of clinical competitiveness Adapting to existing market conditions Leveraging sales and marketing expertise APPENDIX References Datamonitor's Pharmaceutical Strategy Business Unit Jennifer Coe Jenny Berg Nick Bennett