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市場調查報告書
各國市場中藥品市售後的品牌行銷趨勢
Post-Launch Brand Marketing in Select Affiliate Markets
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本報告已在2011年12月09日停止出版。
Abstract
Introduction-Cutting Edge Information published this report to assist
individuals and teams who seek guidance in the allocation of post-launch
marketing resources for pharmaceutical and biotechnology brands in specific
affiliate markets around the world.
The information contained in this report is gathered from brand managers and
directors, marketing team members, and vice presidents of marketing at several
different companies. These brands' examples - which address a range of
competitive pressures, resource support situations, clinical proficiency, and
commercial prospects - provide models for teams moving to post-launch with
varying levels of resource support.
Uncover real-world brand budgets from the first three years on the market:
Explore marketing budgets for 8 brands throughout their first, second and
third years of market availability. The brands are marketed in the
following markets:
- Asia/Japan (two brands)
- Australia (one brand)
- Canada (one brand)
- Mexico (one brand)
- Philippines (one brand)
- South Africa (one brand)
- Sri Lanka (one brand)
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
Companies Included in Report
Brand data were collected from the following pharmaceutical and biotechnology companies:
- Biogen Idec
- Ferring Pharmaceuticals
- GlaxoSmithKline Team 1
- GlaxoSmithKline Team 2
- Panpharma
- Popular Pharmaceuticals
- Sanfer
- Sanofi-Aventis
Table of Contents
Executive Summary
- Introduction
- Contributing Companies
- Definitions: Time Segments
- Definitions: Resource Categories
- Definitions: Promotional Mix
- Definitions: Decision Support
- Definitions: Market Access
Section 1: Asia/Oceania
- Brand 1: Sri Lanka, Infectious Diseases Product
- Brand 2: Philippines, Infectious Diseases Product
- Brand 3: Japan/Pan-Asia, Women' s Health Product
- Brand 4: Australia, Respiratory Product
- Brand 5: Japan/Pan-Asia, Cardiovascular Product
Section 2: Americas
- Brand 6: Mexico, Cardiovascular Product
- Brand 7: Canada, Central Nervous System Product
Section 3: Africa
- Brand 8: South Africa, Cardiovascular Product
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