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市場調查報告書

小規模及專業藥劑品牌化的動向：利基市場的可能性

Small And Specialty Drug Branding: Tapping Niche Market Potential

出版商	Cutting Edge Information
出版日期	2006年05月	商品編碼	39908
內容資訊	英文 190 Pages
價格	本報告書已不再販售

簡介
目錄
相關商品

本報告已在2011年12月09日停止出版。

簡介

美國醫藥品市場一直以來都是全球獲利性最高的市場。透過與利基品牌的資源分配，企業能將品牌的短期及長期獲利擴展至最大。

提供製藥產業創新且實用的調查與顧問服務的調查公司 Cutting Edge Information （總公司：美國北卡羅來那州），調查與分析小規模及專業藥劑品牌化的動向，並有系統地出版綜合報告書 "Small And Specialty Drug Branding: Tapping Niche Market Potential"。

此報告書使用許多的圖表，除了說明17個品牌的行銷預算與臨床前開發中的人員配置計畫，也探討市場參與後12～18個月後的動向等。此報告書的概略架構如下所示。

摘要

企業檔案與治療領域
方法論與定義
利基品牌市場：結論與建言

全球資源分配

品牌1
品牌2
品牌3
品牌4
品牌5
- 品牌投資
- 全球預算分配
- 人員配置
- 市場參與動向

歐洲的行銷

品牌6
品牌7
品牌8
品牌9
品牌10
- 投資
- 預算分配
- 人員配置
- 市場參與動向

美國的商品化

品牌11
品牌12
品牌13
品牌14
品牌15
品牌16
品牌17
- 投資
- 預算分配
- 人員配置
- 市場參與動向
- 販賣投資與美國平均

圖表

Commercializing new drugs continues to challenge companies across the pharmaceutical and biotechnology sectors. Cutting Edge Information published this study 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 among Cutting Edge Information' s 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.

With such limited budgets, brand teams need to be particularly meticulous in allocating resources to the various marketing functions. One core marketing strategy that brand teams approach differently...

Leverage smaller products for profits and strategic objectives, focusing on brand activities and advertising to grow revenue.

Blockbuster products reach multibillion dollar revenues thanks to their experienced marketing organizations. However, even experienced marketing organizations rely on niche drug launches to fill portfolio gaps and expand into new therapeutic areas. Companies with the promotional wherewithal to maximize niche sales...

Assign marketing resources in a timely fashion to have greatest impact.

Marketing a niche drug entails great attention to the timing of marketing activities. By the same token, allocating marketing dollars to support these marketing functions during key stage gates in a product' s development is paramount to a drug' s success...

Assign global staffing levels according to marketing investment levels and drugs' unique demands.

It is generally true that FTEs increase alongside financial investments. Closer examination of the products, however, shows that dollars spent is not always a predictor of staffing levels...

Charts and Graphics

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
Figure 1.6: Global Market Research Spending
Figure 1.7: Global Market Research Staffing
Figure 1.8: Global Thought Leader Development Spending
Figure 1.9: Global Thought Leader Development Staffing
Figure 1.10: Global Advertising Spending
Figure 1.11: Global Advertising Staffing

Brand 1

Table 1.2: Brand 1 Spending
Figure 1.12: Brand 1: Budget Allocation
Table 1.3: Brand 1 Staffing
Figure 1.13: Brand 1: Staffing Allocation
Figure 1.14: Brand 1: Launch Context

Brand 2

Table 1.4 Brand 2 Spending Table
Figure 1.15: Brand 2: Budget Allocation
Table 1.5: Brand 2 Staffing Table
Figure 1.16: Brand 2: Staffing Allocation
Figure 1.17: Brand 2: Launch Context

Brand 3

Table 1.6: Brand 3 Spending
Figure 1.18: Brand 3: Budget Allocation
Table 1.7: Brand 3 Staffing
Figure 1.19: Brand 3: Staffing Allocation
Figure 1.20: Brand 3: Launch Context

Brand 4

Table 1.8: Brand 4 Spending
Figure 1.21: Brand 4: Budget Allocation
Table 1.9: Brand 4 Staffing
Figure 1.22: Brand 4: Staffing Allocation
Figure 1.23: Brand 4: Launch Context

Brand 5

Table 1.10: Brand 5 Staffing
Figure 1.24: Brand 5: Budget Allocation
Table 1.11: Brand 5 Spending
Figure 1.25: Brand 5: Staffing Allocation
Figure 1.26: Brand 5: Launch Context

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
Figure 2.6: European Market Research Spending
Figure 2.7: European Market Research Staffing
Figure 2.8: European Thought Leader Development Spending
Figure 2.9: European Thought Leader Development Staffing
Figure 2.10: European Advertising Spending
Figure 2.11: European Advertising Staffing
Figure 2.12: Average European Marketing Spending as % of European Peak Annual Sales (by Resource Category)
Figure 2.13: Average Peak European Marketing Staffing (by Resource Category)
Figure 2.14: European Marketing Spending (as % of European Peak Annual Sales)
Figure 2.15: Niche Brands' Peak Total Marketing Staffing
Figure 2.16: Brand Activities Spending (as % of European Peak Annual Sales)
Figure 2.17: Peak European Brand Activities Staffing
Figure 2.18: European Market Research Spending (as % of European Peak Annual Sales)
Figure 2.19: Peak European Market Research Staffing
Figure 2.20: European Thought Leader Development Spending (as % of European Peak Annual Sales)
Figure 2.21: Peak European Thought Leader Development Staffing
Figure 2.22: European Advertising Spending (as % of European Peak Annual Sales)
Figure 2.23: Peak European Advertising Staffing

Brand 6

Table 2.2: Brand 6 Spending
Figure 2.24: Brand 6: Budget Allocation
Table 2.3: Brand 6 Staffing
Figure 2.25: Brand 6: Staffing Allocation
Figure 2.26: Brand 6: Launch Context

Brand 7

Table 2.4: Brand 7 Spending
Figure 2.27: Brand 7: Budget Allocation
Table 2.5: Brand 7 Staffing
Figure 2.28: Brand 7: Staffing Allocation
Figure 2.29: Brand 7: Launch Context

Brand 8

Table 2.6: Brand 8 Spending Table
Figure 2.30: Brand 8: Budget Allocation
Table 2.7: Brand 8 Staffing Table
Figure 2.31: Brand 8: Staffing Allocation
Figure 2.32: Brand 8: Launch Context

Brand 9

Table 2.8: Brand 9 Spending
Figure 2.33: Brand 9: Budget Allocation
Table 2.9: Brand 9 Staffing
Figure 2.34: Brand 9: Staffing Allocation
Figure 2.35: Brand 9: Launch Context
Table 2.10: Brand 10 Spending

Brand 10

Figure 2.36: Brand 10: Budget Allocation
Figure 2.37: Brand 10: Budget Allocation (Early-Stage)
Table 2.11: Brand 10 Staffing
Figure 2.38: Brand 10: Staffing Allocation
Figure 2.39: Brand 10: Launch Context

Brand 11

Table 2.12: Brand 11 Staffing
Figure 2.41: Brand 10: Budget Allocation (Early-Stage)
Figure 2.40: Brand 11: Budget Allocation
Table 2.13: Brand 11 Spending
Figure 2.42: Brand 11: Staffing Allocation
Figure 2.43: Brand 11: Launch Context

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
Figure 3.6: US Market Research Spending
Figure 3.7: US Market Research Staffing Figure
Figure 3.8: US Thought Leader Development Spending
Figure 3.9: US Thought Leader Development Staffing
Figure 3.10: US Advertising Spending
Figure 3.11: US Advertising Staffing

Brand 12

Table 3.2: Brand 12 Spending
Figure 3.12: Brand 12: Budget Allocation
Table 3.3: Brand 12 Staffing Table
Figure 3.13: Brand 12: Staffing Allocation
Figure 3.14: Brand 12: Launch Context
Figure 3.15: Brand 12 Sales Investment vs. US Average

Brand 13

Table 3.4: Brand 13 Spending
Figure 3.16: Brand 13: Budget Allocation
Figure 3.17: Brand 13: Budget Allocation (Early-Stage)
Table 3.5: Brand 13 Staffing Table
Figure 3.18: Brand 13: Staffing Allocation
Figure 3.19: Brand 13: Launch Context
Figure 3.20: Brand 13 Sales Investment vs. US Average

Brand 14

Table 3.6: Brand 14 Spending
Figure 3.22: Brand 14: Budget Allocation (Early-Stage)
Figure 3.21: Brand 14: Budget Allocation
Table 3.7: Brand 14 Staffing Table
Figure 3.23: Brand 14: Staffing Allocation
Figure 3.24: Brand 14: Launch Context
Figure 3.25: Brand 14 Sales Investment vs. US Average

Brand 15

Table 3.8: Brand 15 Spending
Figure 3.27: Brand 15: Budget Allocation (Early-Stage)
Figure 3.26: Brand 15: Budget Allocation
Table 3.9: Brand 15 Staffing Table
Figure 3.28: Brand 15: Staffing Allocation
Figure 3.29: Brand 15: Launch Context
Figure 3.30: Brand 15 Sales Investment vs. US Average

Brand 16

Table 3.10: Brand 16 Spending
Figure 3.32: Brand 16: Budget Allocation (Early-Stage)
Figure 3.31: Brand 16: Budget Allocation
Table 3.11: Brand 16 Staffing Table
Figure 3.33: Brand 16: Staffing Allocation
Figure 3.34: Brand 16: Launch Context
Figure 3.35: Brand 16 Sales Investment vs. Niche Average

Brand 17

Table 3.12: Brand 17 Spending
Figure 3.36: Brand 17: Budget Allocation
Table 3.13: Brand 17 Staffing Table
Figure 3.37: Brand 17: Staffing Allocation
Figure 3.38: Brand 17: Launch Context
Figure 3.39: Brand 17 Sales Investment vs. Niche Average

簡介
目錄
相關商品

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