Report: A Product Director's Guide to Promotional Mix TOC

CHARTS AND GRAPHICS

Executive Summary

Methodology and Definitions

Figure E.1: Total Spending by Year 24

Pharmaceutical Product Commercialization: Five Principles for Success

Figure E.2: Breakdown of Market Research Spending 26
Figure E.3: Cumulative Spending and Peak Sales 27
Figure E.4: Spending by Major Category 28
Figure E.5: Major Categories as a Percentage of Total Spending 29
Figure E.6: Market Access Spending: Two Brands 30

Brand 1 Profile

Figure 1.1: Brand 1' s Peak Sales 33
Table 1.1: Brand 1 Total Spending by Category 33
Table 1.2: Brand 1 Promotional Mix Spending by Year 34
Table 1.3: Brand 1 Decision Support and Market Access Spending by Year 35
Figure 1.2: Brand 1 Total Spending 36

Promotional Mix

Figure 1.3: Brand 1 Promotional Mix Spending 39
Figure 1.4: Brand 1 Promotional Mix Spending Percentage Breakdown 40

Decision Support

Figure 1.5: Brand 1 Decision Support Spending 43
Figure 1.6: Brand 1 Decision Support Spending Percentage Breakdown 44

Market Access

Figure 1.7: Brand 1 Market Access Spending 45
Figure 1.8: Brand 1 Market Access Spending Percentage Breakdown 46

Brand 2 Profile

Figure 2.1: Brand 2' s Peak Sales 49
Table 2.1: Brand 2 Total Spending by Category 49
Table 2.2: Brand 2 Promotional Mix Spending by Year 50
Table 2.3: Brand 2 Decision Support and Market Access Spending by Year 51
Figure 2.2: Brand 2 Total Spending 52

Promotional Mix

Figure 2.3: Brand 2 Promotional Mix Spending 54
Figure 2.4: Brand 2 Promotional Mix Spending Percentage Breakdown 55

Decision Support

Figure 2.5: Brand 2 Decision Support Spending 57
Figure 2.6: Brand 2 Decision Support Spending Percentage Breakdown 58

Market Access

Figure 2.7: Brand 2 Market Access Spending 59
Figure 2.8: Brand 2 Market Access Spending Percentage Breakdown 60

Brand 3 Profile

Figure 3.1: Brand 3' s Peak Sales 63
Table 3.1: Brand 3 Total Spending by Category 63
Table 3.2: Brand 3 Promotional Mix Spending by Year 64
Table 3.3: Brand 3 Decision Support and Market Access Spending by Year 65
Figure 3.2: Brand 3 Total Spending 66

Promotional Mix

Figure 3.3: Brand 3 Promotional Mix Spending 68
Figure 3.4: Brand 3 Promotional Mix Spending Percentage Breakdown 69

Decision Support

Figure 3.5: Brand 3 Decision Support Spending 71
Figure 3.6: Brand 3 Decision Support Spending Percentage Breakdown 72

Market Access

Figure 3.7: Brand 3 Market Access Spending 73
Figure 3.8: Brand 3 Market Access Spending Percentage Breakdown 74

Brand 4 Profile

Figure 4.1: Brand 4' s Peak Sales 77
Table 4.1: Brand 4 Total Spending by Category 77
Table 4.2: Brand 4 Promotional Mix Spending by Year 78
Table 4.3: Brand 4 Decision Support and Market Access Spending by Year 79
Figure 4.2: Brand 4 Total Spending 80

Promotional Mix

Figure 4.3: Brand 4' s Promotional Mix Spending 82
Figure 4.4: Brand 4' s Promotional Mix Spending Percentage Breakdown 83

Decision Support

Figure 4.5: Brand 4' s Decision Support Spending 84
Figure 4.6: Brand 4' s Decision Support Spending Percentage Breakdown 85

Market Access

Figure 4.7: Brand 4' s Market Access Spending 86
Figure 4.8: Brand 4' s Market Access Spending Percentage Breakdown 87

Brand 5 Profile

Figure 5.1: Brand 5' s Peak Sales 89
Table 5.1: Brand 5 Total Spending by Category 89
Table 5.2: Brand 5 Promotional Mix Spending by Year 90
Table 5.3: Brand 5 Decision Support and Market Access Spending by Year 91
Figure 5.2: Brand 5 Total Spending 92

Promotional Mix

Figure 5.3: Brand 5 Promotional Mix Spending 94
Figure 5.4: Brand 5 Promotional Mix Spending Percentage Breakdown 95

Decision Support

Figure 5.5: Brand 5 Decision Support Spending 97
Figure 5.6: Brand 5 Decision Support Spending Percentage Breakdown 98

Market Access

Figure 5.7: Brand 5 Market Access Spending 99
Figure 5.8: Brand 5 Market Access Spending Percentage Breakdown 100

Brand 6 Profile

Figure 6.1: Brand 6' s Peak Sales 103
Table 6.1: Brand 6 Total Spending by Category 103
Table 6.2: Brand 6 Promotional Mix Spending by Year 104
Table 6.3: Brand 6 Decision Support and Market Access Spending by Year 105
Figure 6.2: Brand 6 Total Spending 106

Promotional Mix

Figure 6.3: Brand 6 Promotional Mix Spending 108
Figure 6.4: Brand 6 Promotional Mix Spending Percentage Breakdown 110

Decision Support

Figure 6.5: Brand 6 Decision Support Spending 112
Figure 6.6: Brand 6 Decision Support Spending Percentage Breakdown 113

Market Access

Figure 6.7: Brand 6 Market Access Spending 114
Figure 6.8: Brand 6 Market Access Spending Percentage Breakdown 115

Brand 7 Profile

Figure 7.1: Brand 7' s Peak Sales 117
Table 7.1: Brand 7 Total Spending by Category 117
Table 7.2: Brand 7 Promotional Mix Spending by Year 118
Table 7.3: Brand 7 Decision Support and Market Access Spending by Year 119
Figure 7.2: Brand 7 Total Spending 120

Promotional Mix

Figure 7.3: Brand 7 Promotional Mix Spending 122
Figure 7.4: Brand 7 Promotional Mix Spending Percentage Breakdown 123

Decision Support

Figure 7.5: Brand 7 Decision Support Spending 125
Figure 7.6: Brand 7 Decision Support Spending Percentage Breakdown 126

Market Access

Figure 7.7: Brand 7 Market Access Spending 127
Figure 7.8: Brand 7 Market Access Spending Percentage Breakdown 128

Brand 8 Profile

Figure 8.1: Brand 8' s Peak Sales 131
Table 8.1: Brand 8 Total Spending by Category 131
Table 8.2: Brand 8 Promotional Mix Spending by Year 132
Table 8.3: Brand 8 Decision Support and Market Access Spending by Year 133
Figure 8.2: Brand 8 Total Spending 134

Promotional Mix

Figure 8.3: Brand 8 Promotional Mix Spending 136
Figure 8.4: Brand 8 Promotional Mix Spending Percentage Breakdown 137

Decision Support

Figure 8.5: Brand 8 Decision Support Spending 139
Figure 8.6: Brand 8 Decision Support Spending Percentage Breakdown 140

Market Access

Figure 8.7: Brand 8 Market Access Spending 141
Figure 8.8: Brand 8 Market Access Spending Percentage Breakdown 142

Brand 9 Profile

Figure 9.1: Brand 9' s Peak Sales 145
Table 9.1: Brand 9 Total Spending by Category 145
Table 9.2: Brand 9 Promotional Mix Spending by Year 146
Table 9.3: Brand 9 Decision Support and Market Access Spending by Year 147
Figure 9.2: Brand 9 Total Spending 148

Promotional Mix

Figure 9.3: Brand 9 Promotional Mix Spending 150
Figure 9.4: Brand 9 Promotional Mix Spending Percentage Breakdown 151

Decision Support

Figure 9.5: Brand 9 Decision Support Spending 153
Figure 9.6: Brand 9 Decision Support Spending Percentage Breakdown 154

Market Access

Figure 9.7: Brand 9 Market Access Spending 155
Figure 9.8: Brand 9 Market Access Spending Percentage Breakdown 156

Survey Data: Promotional Spending

Figure 10.1: Promotional Spending by Year 160
Figure 10.2: Breakdown of Promotional Spending 160
Figure 10.3: Promotional Spending: Detail Materials 161
Figure 10.4: Breakdown of Detail Materials Spending 161
Figure 10.5: Promotional Spending: Samples 162
Figure 10.6: Breakdown of Samples Spending 162
Figure 10.7: Promotional Spending: Speaker Programs 163
Figure 10.8: Breakdown of Speaker Programs Spending 163
Figure 10.9: Promotional Spending: Journal Ads 164
Figure 10.10: Breakdown of Journal Ads Spending 164
Figure 10.11: Promotional Spending: Publications 165
Figure 10.12: Breakdown of Publications Spending 165
Figure 10.13: Promotional Spending: Medical Education 166
Figure 10.14: Breakdown of Medical Education Spending 166
Figure 10.15: Promotional Spending: Patient Education 167
Figure 10.16: Breakdown of Patient Education Spending 167
Figure 10.17: Promotional Spending: DTC 168
Figure 10.18: Breakdown of DTC Spending 168

Survey Data: Decision Support

Figure 11.1: Decision Support Spending by Year 172
Figure 11.2: Breakdown of Decision Support Spending 172
Figure 11.3: Decision Support Spending: Market Research 173
Figure 11.4: Breakdown of Market Research Spending 173
Figure 11.5: Decision Support Spending: Competitive Intelligence 174
Figure 11.6: Breakdown of Competitive Intelligence Spending 174

Survey Data: Market Access

Figure 12.1: Market Access Spending by Year 178
Figure 12.2: Breakdown of Market Access Spending 178
Figure 12.3: Market Access Spending: Pricing Strategy/Analysis 179
Figure 12.4: Breakdown of Pricing Strategy/Analysis Spending 179
Figure 12.5: Market Access Spending: Pharmacoeconomics 180
Figure 12.6: Breakdown of Pharmacoeconomics Spending 180
Figure 12.7: Market Access Spending: Reimbursement 181
Figure 12.8: Breakdown of Reimbursement Spending 181