Co-promotion and Co-marketing Agreements in Biopharma

Executive Summary

Chapter 1 - Introduction

Chapter 2 - Trends in co-promotion and co-marketing dealmaking

• 2.1. Introduction
• 2.2. Difference between co-promotion and co-marketing deals
• 2.3. Trends in co-promotion deals since 2000
• 2.4. Trends in co-marketing deals since 2000
  • 2.4.1. When co-marketing can be useful
  • 2.4.2. When co-marketing is the only option
• 2.5. Pure deals and multi-component deals
  • 2.5.1. Attributes of pure co-promotion deals
  • 2.5.2. Attributes of co-promotion in multi-component deals
• 2.6. Reasons for including co-promotion options in a deal
• 2.7. Uptake of co-promotion rights
• 2.8. Co-promotion rights as bargaining chips
• 2.9. Aligning partners to make the co-promote work
• 2.10 The future of co-promotion as part of multicomponent deals

Chapter 3 - Overview of co-promotion deal structure

• 3.1. Introduction
• 3.2. Pure versus multi-component co-promotion deals
• 3.3. Pure co-promotion agreement structure
  • 3.3.1. Example co-promotion agreements
    • 3.3.1.a. Case study 1: GlaxoSmithKline - Allergan - September 2005
    • 3.3.1.b. Case study 2: Cardinal Health - Bone Care - July 2004
• 3.4. Co-promotion rights as part of a wider alliance agreement
  • 3.4.1. Example co-promotion option clauses
    • 3.4.1.a. Case study 3: Novartis - Anadys - June 2005
    • 3.4.1.b. Case study 4: AstraZeneca - Dynavax - September 2006
  • 3.4.2. Example co-promotion right clauses
    • 3.4.2.a. Case study 5: Gilead - Achillion - November 2004
    • 3.4.2.b. Case study 6: Merck - Ariad - July 2007
• 3.5. Embedded co-promotion rights enabling third party engagement
  • 3.5.1. Example co-promotion clauses enabling third party engagement
    • 3.5.1.a. Case study 7: UCB - ImClone - August 2005

Chapter 4 - Overview of co-marketing deal structure

• 4.1. Introduction
• 4.2. Co-marketing agreement structure
  • 4.2.1. Example co-marketing agreements
    • 4.2.1.a. Case study 8: Helix Biomedix - Body Blue Inc - November 2004
• 4.3. Co-marketing rights as part of a wider alliance agreement
  • 4.3.1. Example co-marketing right clauses
    • 4.3.1.a. Case study 9: Alcon - NovaCal - September 2006

Chapter 5 - Leading co-promotion deals

• 5.1. Introduction
• 5.2. Top co-promotion deals by value
• 5.3. Top pure co-promotion deals
• 5.4. Top co-promotion deals signed by bigpharma
• 5.5. Most active co-promotion dealmakers
• 5.6. Bigpharma co-promotion deal activity

Chapter 6 - Leading co-marketing deals

• 6.1. Introduction
• 6.2. Top co-marketing deals by value
• 6.3. Top pure co-marketing deals
• 6.4. Top co-marketing deals signed by bigpharma
• 6.5. Most active co-marketing dealmakers
• 6.6. Bigpharma co-marketing deal activity

Chapter 7 - Bigpharma co-promotion and co-marketing agreements

• 7.1. Introduction
• 7.2. How to use co-promotion and co-marketing agreements
• 7.3. Company co-promotion and co-marketing agreement listings
  • Abbott
  • Actavis
  • Akzo Nobel (Organon)
  • Allergan
  • Altana
  • Amgen
  • Astellas
  • AstraZeneca
  • Baxter International
  • Bayer
  • Bayer Schering Pharma AG
  • Biogen Idec
  • Boehringer Ingelheim
  • Bristol-Myers Squibb
  • Cephalon
  • Chugai
  • CSL
  • Dainippon Sumitomo
  • Eisai
  • Eli Lilly
  • Forest Laboratories
  • Genentech
  • Genzyme
  • Gilead Sciences
  • GlaxoSmithKline
  • Johnson & Johnson
  • King
  • Lundbeck
  • Menarini
  • Merck & Co
  • Merck - Serono KGaA
  • Mitsubishi
  • Novartis AG
  • Novo Nordisk
  • Nycomed Pharma
  • Otsuka
  • Pfizer
  • Procter & Gamble
  • Roche
  • Sanofi-Aventis
  • Schering Plough
  • Serono
  • Shionogi Seiyaku
  • Shire
  • Solvay
  • Takeda
  • Tanabe Seiyaku
  • TAP Pharmaceuticals
  • Teva
  • UCB
  • Watson
  • Wyeth

Chapter 8 - Co-promotion agreement directory 2003-7

• 8.1. Introduction
• 8.2. Company A-Z
• 8.3. By therapy area
  • Accident/Hospital/Trauma
  • Blood/Lymphatic System
  • Cardiovascular
  • Central nervous System
  • Dermatology
  • Gastrointestinal
  • Genitourinary
  • Autoimmune/Inflammatory
  • Infection
  • Metabolism
  • Musculoskeletal
  • Oncology
  • Respiratory
  • Sensory Organ / Oral Health
  • Drug Delivery
• 8.4. By stage of development at signing
  • Discovery
  • Preclinical
  • Phase I
  • Phase II
  • Phase III
  • Registration
  • Market

Chapter 9 - Co-marketing agreement directory 2003-7

• 9.1. Introduction
• 9.2. Company A-Z
• 9.3. By therapy area
  • Accident/Hospital/Trauma
  • Blood/Lymphatic System
  • Cardiovascular
  • Central nervous System
  • Dermatology
  • Gastrointestinal
  • Genitourinary
  • Genetic
  • Autoimmune/Inflammatory
  • Infection
  • Metabolism
  • Musculoskeletal
  • Oncology
  • Respiratory
  • Sensory Organ / Oral Health
• 9.4. By stage of development at signing
  • Discovery
  • Preclinical
  • Phase I
  • Phase II
  • Phase III
  • Registration
  • Market

Appendices

• Appendix 1 - Co-promotion/co-marketing references
• Appendix 2 - Resources
• Appendix 3 - Deal type definitions
• Appendix 4 - Example co-promotion contract document
• Appendix 5 - Example co-marketing contract document

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• Figure 1: Definition of co-promotion and co-marketing
• Figure 2: Trends in co-promotion deal announcements, 2000-2007
• Figure 3: Co-promotion deals signed at what phase of development, 2000-2007
• Figure 4: Trends in co-marketing deal announcements, 2000-2007
• Figure 5: Co-marketing deals signed at what phase of development, 2000-2007
• Figure 6: Situations where co-marketing can prove useful
• Figure 7: Pure versus multi-component co-promotion deal announcements, 2000-2007
• Figure 8: Stage of development at which pure and multi-component co-promotion deals are announced 2000-2007
• Figure 9: Pure versus multi-component co-marketing deal announcements, 2000-2007
• Figure 10: Stage of development at which pure and multi-component co-marketing deals are announced 2000-2007
• Figure 11: Example deals where co-promotion options have been actively exercised, since 2000
• Figure 12: Issues in implementing co-promotion agreements
• Figure 13: Components of the co-promotion deal structure
• Figure 14: Components of the co-marketing deal structure
• Figure 15: Top 50 co-promotion deals by value since 2000
• Figure 16: Top pure co-promotion deals by value since 2000
• Figure 17: Top 50 co-promotion deals signed by bigpharma value since 2000
• Figure 18: Most active co-promotion dealmakers 2006-7
• Figure 19: Bigpharma - top 50 - co-promotion deals since 2003
• Figure 20: Top co-marketing deals by value since 2000
• Figure 21: Top pure co-marketing deals by value since 2000
• Figure 22: Most active co-marketing dealmakers 2003-7
• Figure 23: Bigpharma - top 50 - co-marketing deals since 2003
• Figure 24: Online partnering resources
• Figure 25: Deal type definitions
• Figure 26: Co-promotion agreement between Bayer and Zymogenetics, June 2007
• Figure 27: Co-marketing agreement between Schering-Plough and Ligand, January 2003