初期藥品行銷預算：產品上市準備

Abstract

Some project and brand teams make a critical mistake early in their drugs' development lifecycles - they fail to adequately prepare the market for their products. Early-stage commercialization and market preparation deficiencies often are the result of insufficient funding rather than poor planning.

Don' t allow your product' s commercial potential to falter. Use Early-Stage Pharmaceutical Marketing Budgets: Preparing for Product Launch to bolster your case for larger commercial budgets and to benchmark your marketing spends in pre-clinical development, Phase I and Phase II.

With spending data for the commercialization of 14 brands, this report analyzes early-phase resource allocation for products of all sizes - including niche products with modest budgets, mid-level products balancing their expenditures, and larger brands with blockbuster hopes. Each brand' s data are presented in product profile format. The profiles break down each brand' s commercialization budgets into 10 spending categories - providing our clients with more detailed budgets than were included in previous Cutting Edge Information reports or can be found in our competitors' reports today. The commercialization spending categories featured in this report include the following:

• Thought leader development
• Thought leader programs
• Medical education
• Medical information
• Market research
• Competitive intelligence
• Pricing strategy and analysis
• Pharmacoeconomics
• Reimbursement
• Advertising and promotions

Table of Contents

Commercialization Metrics

• Total commercial spending for pre-clinical, Phase I and Phase II
• Pre-clinical, Phase I and Phase II spending for each of the following marketing categories and sub-categories
  • 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
  • Advertising and promotions

Brand Characteristics and Context

• Actual or projected launch dates for the US, Europe and Asia/Japan markets
• Global and US peak annual sales
• Number of years after launch that the drug is expected to reach global and US peak annual sales
• Whether the drug is a first-in-class product
• Whether the drug is indicated for first-line treatment
• Therapeutic area
• Brand development timelines (in number of months) for pre-clinical, Phase I and Phase II