A Product Director's Guide to Promotional Mix

This publication has been discontinued on December 9, 2011.

Introduction

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.

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

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