Abstract
Explore marketing budgets for 6 brands as they move through Phase IIIa, Phase
IIIb and the launch year.
Each easy-to-navigate brand profile walks you through the various phases'
spending in four critical areas of product management:
- Advertising and Promotion
- Detail Aids
- Samples
- Journal ads
- Patient education programs
- DTC ads
- Speaker programs
- Medical Affairs
- Thought leader development
- Thought leader programs
- Medical education
- Medical information
- Decision Support
- Market research
- Competitive intelligence
- Market Access
- Pricing strategy and analysis
- Pharmacoeconomics
- Reimbursement
Increasingly stiff competition combined with enormous market pressures that
shorten brand timelines make achieving a drug' s full sales potential much more
difficult in today' s pharmaceutical environment. Brand leaders must be finely
attuned to their brands' unique strengths and weaknesses, including the
realities of markets, clinical profiles and their own companies' capacity to
support effective promotion, if they hope to help their products reach full
sales potential.
With these pressures in place, commercialization efforts during the last
stages of drug development leading up to launch are critical to long-term
success. 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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