Small And Specialty Drug Branding: Tapping Niche Market Potential (PH83) :
Commercializing new drugs continues to challenge companies across the pharmaceutical and biotechnology sectors. This study is published to assist individuals and product teams who seek guidance in the allocation of pre- and post-launch marketing resources for small and specialty brands. The information contained in this report is based on primary research gathered from brand managers and directors, marketing executives and marketing support function team members working with brands marketed in the United States, Europe and worldwide. The following recommendations and conclusions were top study findings: Support niche brand launches with stronger promotional infrastructures. Niche brand development is a catch-22; companies hesitate to invest heavily in a drug targeted for less than $500 million in peak annual sales and niche brands cannot exceed $500 million because they are not properly supported. The highest global spending for any niche brand profiled in this study is...Invest more funds in thought leader development than advertising for European launches.
Companies & Therapeutic Areas Included in Report
Companies
Alfacell
AnorMED
Biovail
Bristol-Myers Squibb
Genzyme
Therapeutic Areas
Anti-viral
Cardiovascular
Central Nervous System
Dermatology
Endocrinology
Table of Contents :
RESOURCE ALLOCATION AND STRATEGIC PROFILES
Figure E.1: Study Context: Therapeutic Areas
Figure E.2: Niche Brand Commercialization Spending Breakdown
Figure E.3: Percent of Marketing Budget by Phase
GLOBAL RESOURCE ALLOCATION
Figure 1.1: Niche Brand Global Expenditures and Sales
Table 1.1: Global Launch Context
Figure 1.2: Global Spending
Figure 1.3: Global Staffing
Figure 1.4: Global Activities Spending
Figure 1.5: Global Activities Staffing
EUROPEAN MARKETING
Figure 2.1: European Marketing Mix
Table 2.1: European Launch Context
Figure 2.2: European Total Spending
Figure 2.3: European Total Staffing
Figure 2.4: European Brand Activities Spending
Figure 2.5: European Brand Activities Staffing
US COMMERCIALIZATION
Figure 3.1: US Marketing Mix
Table 3.1: US Launch Context
Figure 3.2: US Total Spending
Figure 3.3: US Total Staffing
Figure 3.4: US Brand Activities Spending
Figure 3.5: US Brand Activities Staffing
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