Driving Successful Life Science Brands published by Cutting Edge Information in January, 2009. This report consists of 388 Pages and the price starts from US $ 5995.
Introduction
Abstract
Ensure brand sales success - make the right investment choices at the right time
Would you like to take the guesswork out of spending on brand
commercialization efforts? Are you sure when and how much to invest in brand
promotional activities, market research, reimbursement efforts and medical
affairs initiatives?
Driving Successful Pharma Brands addresses these questions - and more - to
give you the information you need to avoid costly mistakes and propel brands'
bottom-line success.
Our study contains real-world budgets for 13 US brands, representing a variety
of brand sizes, therapeutic areas and drug classes.
Understanding these resource allocations in terms of both raw dollars and
real-world contexts creates a powerful advantage for brand teams, marketing
units, market research personnel, reimbursement groups and other parties
involved in every brand' s life. In addition to a wealth of benchmarking data,
interviews with industry executives reveal teams' strategies - what worked and
what didn' t - for launching their drugs.
Table of Contents
27 Executive Summary
33 Profiled Companies
34 Methodology and Definitions
38 Pharmaceutical Product Commercialization: Five Principles for Success
49 Large Company Brand 1
51 Phase 3a Resources
54 Phase 3b Resources
56 Launch Resources
67 Large Company Brand 2
71 Phase 3a Resources
72 Phase 3b Resources
75 Launch Resources
87 Large Company Brand 3
91 Phase 3a Resources
92 Phase 3b Resources
94 Launch Resources
105 Large Company Brand 4
108 Phase 3a Resources
111 Phase 3b Resources
114 Launch Resources
125 Large Company Brand 5
128 Launch Year Resources
141 Large Company Brand 6
144 Phase 3a Resources
147 Phase 3b Resources
149 Launch Resources
161 Large Company Survey Data
162 Advertising and Promotion Spending
170 Medical Affairs
176 Decision Support
180 Market Access
187 Small Company Brand 1
191 Preclinical Resources
193 Phase 1 Resources
195 Phase 2 Resources
197 Phase 3a Resources
199 Phase 3b Resources
201 Launch Resources
204 Advertising and Promotion Spending
208 Medical Affairs Spending
211 Decision Support Spending
213 Market Access Spending
217 Small Company Brand 2
222 Phase 2 Resources
225 Phase 3a Resources
228 Phase 3b Resources
230 Launch Resources
233 Advertising and Promotion Spending
237 Medical Affairs Spending
240 Decision Support Spending
242 Market Access Spending
245 Small Company Brand 3 (EU Market)
249 Phase 2 Resources
251 Phase 3a Resources
254 Phase 3b Resources
257 Launch Resources
259 Advertising and Promotion Spending
263 Medical Affairs Spending
266 Decision Support Spending
268 Market Access Spending
CHARTS AND GRAPHICS
Executive Summary
39 Figure E.1: Large Company Brands: Cumulative Spending and Peak Sales
39 Figure E.2: Small Company Brands: Cumulative Spending and Peak Sales
40 Figure E.3: Large Company Brands: Percentage of Total Commercialization
Spending by Category
41 Figure E.4: Small Company Brands: Percentage of Total Commercialization
Spending by Category
42 Figure E.5: Large Company Brands: Major Categories as a Percentage of
Total
Spending
42 Figure E.6: Small Company Brands: Major Categories as a Percentage of
Total
Spending
43 Figure E.7: Large Company Brands: Phase-by-Phase Percentage of
Commercialization Spending by Category
44 Figure E.8: Small Company Brands: Phase-by-Phase Percentage of
Commercialization Spending by Category
Large Company Brand 1
50 Figure 1.1: Large Company Brand 1 Dashboard
51 Figure 1.2: Large Company Brand 1 Total Commercialization Spend by Phase
Phase 3a Resources
52 Figure 1.3: Large Company Brand 1 Phase 3a Spending
52 Figure 1.4: Large Company Brand 1 Phase 3a Spending Percentage Breakdown
Phase 3b Resources
55 Figure 1.5: Large Company Brand 1 Phase 3b Spending
55 Figure 1.6: Large Company Brand 1 Phase 3b Spending Percentage Breakdown
56 Figure 1.7: Large Company Brand 1 Launch Year Spending
Launch Resources
57 Figure 1.8: Large Company Brand 1 Launch Spending Percentage Breakdown
59 Figure 1.9: Large Company Brand 1 Detail Aids Spending
59 Figure 1.10: Large Company Brand 1 Samples Spending
60 Figure 1.11: Large Company Brand 1 Journal Ads
60 Figure 1.12: Large Company Brand 1 Patient Education Spending
61 Figure 1.13: Large Company Brand 1 Speakers Spending
61 Figure 1.14: Large Company Brand 1 Thought Leader Development Spending
62 Figure 1.15: Large Company Brand 1 Thought Leader Programs Spending
62 Figure 1.16: Large Company Brand 1 Medical Education Spending
63 Figure 1.17: Large Company Brand 1 Medical Information Spending
63 Figure 1.18: Large Company Brand 1 Market Research Spending
64 Figure 1.19: Large Company Brand 1 Pricing Spending
64 Figure 1.20: Large Company Brand 1 Reimbursement Spending
Large Company Brand 2
69 Figure 2.1: Large Company Brand 2 Dashboard
70 Figure 2.2: Large Company Brand 2 Total Commercialization Spend by Phase
Phase 3a Resources
72 Figure 2.3: Large Company Brand 2 Phase 3b Spending
Phase 3b Resources
73 Figure 2.4: Large Company Brand 2 Phase 3b Spending Percentage Breakdown
75 Figure 2.5: Large Company Brand 2 Launch Year Spending
Launch Resources
76 Figure 2.6: Large Company Brand 2 Launch Spending Percentage Breakdown
78 Figure 2.7: Large Company Brand 2 Detail Aids Spending
78 Figure 2.8: Large Company Brand 2 Samples Spending
79 Figure 2.9: Large Company Brand 2 Journal Ads
79 Figure 2.10: Large Company Brand 2 Patient Education Spending
80 Figure 2.12: Large Company Brand 2 Speakers Spending
80 Figure 2.11: Large Company Brand 2 DTC Spending
81 Figure 2.14: Large Company Brand 2 Thought Leader Programs Spending
81 Figure 2.13: Large Company Brand 2 Thought Leader Development Spending
82 Figure 2.15: Large Company Brand 2 Medical Education Spending
82 Figure 2.16: Large Company Brand 2 Medical Information Spending
83 Figure 2.17: Large Company Brand 2 Market Research Spending
83 Figure 2.18: Large Company Brand 2 Competitive Intelligence Spending
84 Figure 2.19: Large Company Brand 2 Pricing Spending
84 Figure 2.20: Large Company Brand 2 Pharmacoeconomics Spending
85 Figure 2.21: Large Company Brand 2 Reimbursement Spending
Large Company Brand 3
89 Figure 3.1: Large Company Brand 3 Dashboard
90 Figure 3.2: Large Company Brand 3 Total Commercialization Spend by Phase
Phase 3a Resources
92 Figure 3.3: Large Company Brand 3 Phase 3b Spending
Phase 3b Resources
93 Figure 3.4: Large Company Brand 3 Phase 3b Spending Percentage Breakdown
94 Figure 3.5: Large Company Brand 3 Launch Year Spending
Launch Resources
95 Figure 3.6: Large Company Brand 3 Launch Year Spending Percentage
Breakdown
96 Figure 3.7: Large Company Brand 3 Detail Aids Spending
97 Figure 3.8: Large Company Brand 3 Samples Spending
97 Figure 3.9: Large Company Brand 3 Journal Ads
98 Figure 3.10: Large Company Brand 3 Patient Education Spending
98 Figure 3.11: Large Company Brand 3 DTC Spending
99 Figure 3.12: Large Company Brand 3 Speakers Spending
99 Figure 3.13: Large Company Brand 3 Thought Leader Development Spending
100 Figure 3.14: Large Company Brand 3 Thought Leader Programs Spending
100 Figure 3.15: Large Company Brand 3 Medical Education Spending
101 Figure 3.16: Large Company Brand 3 Medical Information Spending
101 Figure 3.17: Large Company Brand 3 Market Research Spending
102 Figure 3.18: Large Company Brand 3 Competitive Intelligence Spending
102 Figure 3.19: Large Company Brand 3 Pricing Spending
103 Figure 3.20: Large Company Brand 3 Pharmacoeconomics Spending
103 Figure 3.21: Large Company Brand 3 Reimbursement Spending
Large Company Brand 4
Large Company Brand 4
106 Figure 4.1: Large Company Brand 4 Dashboard
107 Figure 4.2: Large Company Brand 4 Total Commercialization Spend by
Phase
108 Figure 4.3: Large Company Brand 4 Phase 3a Spending
Phase 3a Resources
109 Figure 4.4: Large Company Brand 4 Phase 3a Spending Percentage
Breakdown
111 Figure 4.5: Large Company Brand 4 Phase 3b Spending
Phase 3b Resources
112 Figure 4.6: Large Company Brand 4 Phase 3b Spending Percentage
Breakdown
114 Figure 4.7: Large Company Brand 4 Launch Spending
Launch Resources
115 Figure 4.8: Large Company Brand 4 Launch Spending Percentage Breakdown
116 igure 4.9: Large Company Brand 4 Detail Aids Spending
117 Figure 4.10: Large Company Brand 4 Journal Ads
117 Figure 4.11: Large Company Brand 4 Patient Education Spending
118 Figure 4.12: Large Company Brand 4 DTC Spending
118 Figure 4.13: Large Company Brand 4 Speakers Spending
119 Figure 4.14: Large Company Brand 4 Thought Leader Development Spending
119 Figure 4.15: Large Company Brand 4 Thought Leader Programs Spending
120 Figure 4.16: Large Company Brand 4 Medical Education Spending
120 Figure 4.17: Large Company Brand 4 Medical Information Spending
121 Figure 4.18: Large Company Brand 4 Market Research Spending
121 Figure 4.19: Large Company Brand 4 Competitive Intelligence Spending
122 Figure 4.20: Large Company Brand 4 Pricing Spending
122 Figure 4.21: Large Company Brand 4 Pharmacoeconomics Spending
123 Figure 4.22: Large Company Brand 4 Reimbursement Spending
Large Company Brand 5
126 Figure 5.1: Large Company Brand 5 Dashboard
127 Figure 5.2: Large Company Brand 5 Total Commercialization Spend by
Phase
128 Figure 5.3: Large Company Brand 5 Launch Year Spending
Launch Year Resources
130 Figure 5.4: Large Company Brand 5 Launch Year Spending Percentage
Breakdown
131 Figure 5.5: Large Company Brand 5 Detail Aids Spending
132 Figure 5.6: Large Company Brand 5 Samples Spending
132 Figure 5.7: Large Company Brand 5 Journal Ads
133 Figure 5.8: Large Company Brand 5 Patient Education Spending
133 Figure 5.9: Large Company Brand 5 DTC Spending
134 Figure 5.10: Large Company Brand 5 Speakers Spending
134 Figure 5.11: Large Company Brand 5 Thought Leader Development Spending
135 Figure 5.12: Large Company Brand 5 Thought Leader Programs Spending
135 Figure 5.13: Large Company Brand 5 Medical Education Spending
136 Figure 5.14: Large Company Brand 5 Medical Information Spending
136 Figure 5.15: Large Company Brand 5 Market Research Spending
137 Figure 5.16: Large Company Brand 5 Competitive Intelligence Spending
137 Figure 5.17: Large Company Brand 5 Pricing Spending
138 Figure 5.18: Large Company Brand 5 Pharmacoeconomics Spending
138 Figure 5.19: Large Company Brand 5 Reimbursement Spending
Large Company Brand 6
142 Figure 6.1: Large Company Brand 6 Dashboard 142
143 Figure 6.2: Large Company Brand 6 Total Commercialization Spend by
Phase
144 Figure 6.3: Large Company Brand 6 Phase 3a Spending
Phase 3a Resources
145 Figure 6.4: Large Company Brand 6 Phase 3a Spending Percentage
Breakdown
147 Figure 6.5: Large Company Brand 6 Phase 3b Spending
Phase 3b Resources
148 Figure 6.6: Large Company Brand 6 Phase 3b Spending Percentage
Breakdown
Launch Resources
150 Figure 6.7: Large Company Brand 6 Phase Launch Year Spending
150 Figure 6.8: Large Company Brand 6 Launch Year Spending Percentage
Breakdown
151 Figure 6.9: Large Company Brand 6 Detail Aids Spending
151 Figure 6.10: Large Company Brand 6 Samples Spending
152 Figure 6.11: Large Company Brand 6 Journal Ads
152 Figure 6.12: Large Company Brand 6 Patient Education Spending
153 Figure 6.13: Large Company Brand 6 DTC Spending
153 Figure 6.14: Large Company Brand 6 Speakers Spending
154 Figure 6.15: Large Company Brand 6 Thought Leader Development Spending
154 Figure 6.16: Large Company Brand 6 Thought Leader Programs Spending
155 Figure 6.17: Large Company Brand 6 Medical Education Spending
155 Figure 6.18: Large Company Brand 6 Medical Information Spending
156 Figure 6.19: Large Company Brand 6 Market Research Spending
156 Figure 6.20: Large Company Brand 6 Competitive Intelligence Spending
157 Figure 6.21: Large Company Brand 6 Pricing Spending
157 Figure 6.22: Large Company Brand 6 Pharmacoeconomics Spending
158 Figure 6.23: Large Company Brand 6 Reimbursement Spending
Large Company Survey Data
Advertising and Promotion Spending
163 Figure 7.1: Large Company Brands: Advertising and Promotion Spending
by Year
163 Figure 7.2: Large Company Brands: Breakdown of Advertising and
Promotion Spending
164 Figure 7.3: Large Company Brands: Advertising and Promotion Spending:
Detail Aids
164 Figure 7.4: Large Company Brands: Breakdown of Detail Aids Spending
165 Figure 7.5: Large Company Brands: Advertising and Promotion Spending:
Samples
165 Figure 7.6: Large Company Brands: Breakdown of Samples Spending
166 Figure 7.7: Large Company Brands: Advertising and Promotion Spending:
Large Company Brands: Journal Ads
166 Figure 7.8: Large Company Brands: Breakdown of Journal Ads Spending
167 Figure 7.9: Large Company Brands: Advertising and Promotion Spending:
Large Company Brands: Patient Education
167 Figure 7.10: Large Company Brands: Breakdown of Patient Education
Spending
168 Figure 7.11: Large Company Brands: Advertising and Promotion Spending:
DTC
168 Figure 7.12: Large Company Brands: Breakdown of DTC Spending
169 Figure 7.13: Large Company Brands: Advertising and Promotion Spending:
Speakers
169 Figure 7.14: Large Company Brands: Breakdown of Speakers Spending
Medical Affairs
171 Figure 7.15: Large Company Brands: Medical Affairs Spending by Year
171 Figure 7.16: Large Company Brands: Breakdown of Medical Affairs
Spending
172 Figure 7.17: Large Company Brands: Thought Leader Development Spending
172 Figure 7.18: Large Company Brands: Breakdown of Thought Leader
Development Spending
173 Figure 7.19: Large Company Brands: Thought Leader Programs Spending
173 Figure 7.20: Large Company Brands: Breakdown of Thought Leader
Programs Spending
174 Figure 7.21: Large Company Brands: Medical Affairs Spending: Medical
Education
174 Figure 7.22: Large Company Brands: Breakdown of Medical Education
Spending
175 Figure 7.23: Large Company Brands: Medical Affairs Spending: Medical
Information
175 Figure 7.24: Large Company Brands: Breakdown of Medical Information
Spending
Decision Support
177 Figure 7.25: Large Company Brands: Decision Support Spending by Year
177 Figure 7.26: Large Company Brands: Breakdown of Decision Support
Spending
178 Figure 7.27: Large Company Brands: Market Research Spending
178 Figure 7.28: Large Company Brands: Breakdown of Market Research
Spending
179 Figure 7.29: Large Company Brands: Competitive Intelligence Spending
179 Figure 7.30: Large Company Brands: Breakdown of Competitive
Intelligence Spending
Market Access
181 Figure 7.31: Large Company Brands: Market Access Spending by Year
181 Figure 7.32: Large Company Brands: Breakdown of Market Access Spending
182 Figure 7.33: Large Company Brands: Market Access Spending: Pricing
182 Figure 7.34: Large Company Brands: Breakdown of Pricing Spending
183 Figure 7.35: Large Company Brands: Market Access Spending:
Pharmacoeconomics
183 Figure 7.36: Large Company Brands: Breakdown of Pharmacoeconomics
Spending
184 Figure 7.37: Large Company Brands: Market Access Spending:
Reimbursement
184 Figure 7.38: Large Company Brands: Breakdown of Reimbursement Spending
Small Company Brand 1
188 Figure 8.1: Small Company Brand 1: Brand Dashboard
189 Figure 8.2: Small Company Brand 1: Phase by Phase Spending (in
millions)
190 Figure 8.3: Small Company Brand 1: Phase Spending as a Percentage of
Total Commercialization
190 Figure 8.4: Small Company Brand 1: Length of Development Phases (in
months)
191 Figure 8.5: Small Company Brand 1: Preclinical Spending
Preclinical Resources
192 Figure 8.6: Small Company Brand 1: Preclinical Spending Percentage
Breakdown
193 Figure 8.7: Small Company Brand 1: Phase 1 Spending
Phase 1 Resources
194 Figure 8.8: Small Company Brand 1: Phase 1 Spending Percentage
Breakdown
195 Figure 8.9: Small Company Brand 1: Phase 2 Spending
Phase 2 Resources
196 Figure 8.10: Small Company Brand 1: Phase 2 Spending Percentage
Breakdown
197 Figure 8.11: Small Company Brand 1: Phase 3a Spending
Phase 3a Resources
198 Figure 8.12: Small Company Brand 1: Phase 3a Spending Percentage
Breakdown
199 Figure 8.13: Small Company Brand 1: Phase 3b Spending
Phase 3b Resources
200 Figure 8.14: Small Company Brand 1: Phase 3b Spending Percentage
Breakdown
201 Figure 8.15: Small Company Brand 1: Launch Year Spending
Launch Resources
202 Figure 8.16: Small Company Brand 1: Launch Year Spending Percentage
Breakdown
204 Figure 8.17: Small Company Brand 1: Detail Aids Spending
Advertising and Promotion Spending
205 Figure 8.18: Small Company Brand 1: Sample Spending
206 Figure 8.19: Small Company Brand 1: Journal Ads Spending
206 Figure 8.20: Small Company Brand 1: Patient Education Spending
207 Figure 8.21: Small Company Brand 1: DTC Spending
207 Figure 8.22: Small Company Brand 1: Speakers Spending
208 Figure 8.23: Small Company Brand 1: Thought Leader Development Spending
Medical Affairs Spending
209 Figure 8.24: Small Company Brand 1: Thought Leader Programs Spending
210 Figure 8.25: Small Company Brand 1: Medical Education Spending
210 Figure 8.26: Small Company Brand 1: Medical Information
211 Figure 8.27: Brand 1: Market Research Spending
