Abstract
Uncover real-world brand budgets from the first three years on the market:
Explore marketing budgets for 9 brands throughout their first, second and
third years of market availability.
Each easy-to-navigate brand profile walks you through annual spending in three
critical areas of product management:
- Promotional Mix
- Detail Aids
- Samples
- Speaker programs
- Journal ads
- Medical publications
- Medical education
- Patient education programs
- DTC ads
- Decision Support
- Market research
- Competitive intelligence
- Market Access
- Pricing strategy and analysis
- Pharmacoeconomics
- Reimbursement
As branded competition grows tighter and generics increasingly threaten market
share, companies work within condensed product timelines to recoup their
enormous R&D costs and turn a profit. Achieving a drug' s full sales potential
requires teams to be finely attuned to brands' unique strengths and
weaknesses - including the realities of markets, clinical profiles and their
own companies' capacity to support effective promotion.
Against this backdrop, the first few years of a drug' s market life are
critical in the brand' s long-term success or failure. 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.
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