藥品品牌的成功因素：藥品上市的個案研究

藥品品牌的成功因素：藥品上市的個案研究 是由出版商Cutting Edge Information在2009年01月所出版的。 這份英文市場調查報告書包含388 Pages 價格從美金5995起跳。

簡介

本報告書內容包括：美國13種主要藥品品牌的預算調查分析、廣告・宣傳、醫務、決策、市場調查等領域別預算分配。內容綱要摘要如下：

調查目標企業

• Abbott Labs
• AstraZeneca
• Johnson & Johnson
• King Pharmaceuticals
• Myriad
• Novartis
• Nycomed
• Pfizer
• Replidyne
• Schering-Plough
• Theravance
• 2家小型企業

調查内容

• 廣告・宣傳
  • 詳細説明資料
  • 樣本
  • 雜誌廣告
  • 患者教育計畫
  • DTC廣告
  • 發言人計畫
• 醫務
  • 養成思想領袖
  • 思想領袖計畫
  • 醫療教育
  • 醫療情報
• 決策支援
  • 市場調查
  • 具有競爭力的知識
• 市場調查
  • 價格策略・分析
  • 藥物基因體學
  • 補貼

封面圖：

目錄

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
• Decision Support Spending
• 212 Figure 8.28: Brand 1: Competitive Intelligence Spending
• 213 Figure 8.29: Small Company Brand 1: Pricing Spending
• Market Access Spending
• 214 Figure 8.30: Small Company Brand 1: Pharmacoeconomics Spending
• 214 Figure 8.31: Small Company Brand 1: Reimbursement Spending
• Small Company Brand 2
• 218 Figure 9.1: Small Company Brand 2: Brand Dashboard
• 219 Figure 9.2: Small Company Brand 2: Length of Development Phases (in Months)
• 220 Figure 9.3: Small Company Brand 2: Phase by Phase Spending
• 221 Figure 9.4: Small Company Brand 2: Phase Spending as a Percentage of
• Total Commercialization
• 222 Figure 9.5: Small Company Brand 2: Phase 2 Spending
• Phase 2 Resources
• 223 Figure 9.6: Small Company Brand 2: Phase 2 Spending Percentage Breakdown
• 225 Figure 9.7: Small Company Brand 2: Phase 3a Spending
• Phase 3a Resources
• 226 Figure 9.8: Small Company Brand 2: Phase 3a Spending Percentage Breakdown
• 228 Figure 9.9: Small Company Brand 2: Phase 3b Spending
• Phase 3b Resources
• 229 Figure 9.10: Small Company Brand 2: Phase 3b Spending Percentage Breakdown
• 230 Figure 9.11: Small Company Brand 2: Launch Year Spending
• Launch Resources
• 231 Figure 9.12: Small Company Brand 2: Launch Year Spending Percentage Breakdown
• 233 Figure 9.13: Small Company Brand 2: Detail Aids Spending
• Advertising and Promotion Spending
• 234 Figure 9.14: Small Company Brand 2: Sample Spending
• 234 Figure 9.15: Small Company Brand 2: Journal Ads Spending
• 235 Figure 9.16: Small Company Brand 2: Patient Education Spending
• 235 Figure 9.17: Small Company Brand 2: DTC Spending
• 236 Figure 9.18: Small Company Brand 2: Speakers Spending
• 237 Figure 9.19: Small Company Brand 2: Thought Leader Development Spending
• Medical Affairs Spending
• 238 Figure 9.20: Small Company Brand 2: Thought Leader Programs Spending
• 239 Figure 9.21: Small Company Brand 2: Medical Education Spending
• 239 Figure 9.22: Small Company Brand 2: Medical Information
• 240 Figure 9.23: Small Company Brand 2: Market Research Spending
• Decision Support Spending
• 241 Figure 9.24: Small Company Brand 2: Competitive Intelligence Spending
• 242 Figure 9.25: Small Company Brand 2: Pricing Spending
• Market Access Spending
• 243 Figure 9.26: Small Company Brand 2: Pharmacoeconomics Spending
• 243 Figure 9.27: Small Company Brand 2: Reimbursement Spending

Small Company Brand 3 (EU Market)

• 246 Figure 10.1: Small Company Brand 3: Brand Dashboard
• 247 Figure 10.2: Small Company Brand 3: Length of Development Phases (in Months)
• 248 Figure 10.3: Small Company Brand 3: Phase-by-Phase Spending
• 248 Figure 10.4: Small Company Brand 3: Phase Spending as a Percentage of
• Total Commercialization
• 249 Figure 10.5: Small Company Brand 3: Phase 2 Spending
• Phase 2 Resources
• 250 Figure 10.6: Small Company Brand 3: Phase 2 Spending Percentage Breakdown
• 251 Figure 10.7: Small Company Brand 3: Phase 3a Spending
• Phase 3a Resources
• 252 Figure 10.8: Small Company Brand 3: Phase 3a Spending Percentage Breakdown
• 254 Figure 10.9: Small Company Brand 3: Phase 3b Spending
• Phase 3b Resources
• 255 Figure 10.10: Small Company Brand 3: Phase 3b Spending Percentage Breakdown
• 257 Figure 10.11: Small Company Brand 3: Year 1 Spending
• Launch Resources
• 258 Figure 10.12: Small Company Brand 3: Year 1 Spending Percentage Breakdown
• Advertising and Promotion Spending
• 260 Figure 10.13: Small Company Brand 3 Detail Aids Spending
• 260 Figure 10.14: Small Company Brand 3 Samples Spending
• 261 Figure 10.15: Small Company Brand 3 Journal Ads Spending
• 261 Figure 10.16: Small Company Brand 3 Patient Education Spending
• 262 Figure 10.17: Small Company Brand 3 DTC Spending
• 262 Figure 10.18: Small Company Brand 3 Speakers Spending
• 263 Figure 10.19: Small Company Brand 3 Thought Leader Development Spending
• Medical Affairs Spending
• 264 Figure 10.20: Small Company Brand 3 Thought Leader Programs Spending
• 264 Figure 10.21: Small Company Brand 3 Medical Education Spending
• 265 Figure 10.22: Small Company Brand 3 Medical Information Spending
• 266 Figure 10.23: Small Company Brand 3 Market Research Spending
• Decision Support Spending
• 267 Figure 10.24: Small Company Brand 3 Competitive Intelligence Spending
• 268 Figure 10.25: Small Company Brand 3 Pricing Spending
• Market Access Spending
• 269 Figure 10.26: Small Company Brand 3 Pharmacoeconomics Spending
• 269 Figure 10.27: Small Company Brand 3 Reimbursement Spending

Small Company Brand 4

• 272 Figure 11.1: Small Company Brand 4: Brand Dashboard
• 273 Figure 11.2: Small Company Brand 4: Market Analysts Sales Projections (in millions)
• 274 Figure 11.3: Small Company Brand 4: Length of Development Phases (in Months)
• 275 Figure 11.4: Small Company Brand 4: Phase-by-Phase Spending
• 275 Figure 11.5: Small Company Brand 4: Phase Spending as a Percentage of
• Total Commercialization
• Phase 3a Resources
• 277 Figure 11.6: Small Company Brand 4: Phase 3a Spending
• 277 Figure 11.7: Small Company Brand 4: Phase 3a Spending Percentage Breakdown
• Launch Resources
• 279 Figure 11.8: Small Company Brand 4: Year 1 Spending
• 279 Figure 11.9: Small Company Brand 4: Year 1 Spending Percentage Breakdown
• Advertising and Promotion Spending
• 281 Figure 11.10: Small Company Brand 4 Detail Aids Spending
• 281 Figure 11.11: Small Company Brand 4 Samples Spending
• 282 Figure 11.12: Small Company Brand 4 Journal Ads Spending
• 282 Figure 11.13: Small Company Brand 4 Patient Education Spending
• 283 Figure 11.14: Small Company Brand 4 DTC Spending
• 283 Figure 11.15: Small Company Brand 4 Speakers Spending
• 284 Figure 11.16: Small Company Brand 4 Thought Leader Development Spending
• Medical Affairs Spending
• 285 Figure 11.17: Small Company Brand 4 Thought Leader Programs Spending
• 285 Figure 11.18: Small Company Brand 4 Medical Education Spending
• 286 Figure 11.19: Small Company Brand 4 Medical Information Spending
• 287 Figure 11.20: Small Company Brand 4 Market Research Spending
• Decision Support Spending
• 288 Figure 11.21: Small Company Brand 4 Competitive Intelligence Spending
• 289 Figure 11.22: Small Company Brand 4 Pricing Spending
• Market Access Spending
• 290 Figure 11.23: Small Company Brand 4 Pharmacoeconomics Spending
• 290 Figure 11.24: Small Company Brand 4 Reimbursement Spending

Small Company Brand 5

• 294 Figure 12.1: Small Company Brand 5: Brand Dashboard
• 295 Figure 12.2: Small Company Brand 5: Length of Development Phases (in Months)
• 295 Figure 12.3: Small Company Brand 5: Phase-by-Phase Spending
• 296 Figure 12.4: Small Company Brand 5: Preclinical Spending
• Preclinical Resources
• 297 Figure 12.5: Small Company Brand 5: Preclinical Spending Percentage Breakdown
• 298 Figure 12.6: Small Company Brand 5: Phase 1 Spending
• Phase 1 Spending
• 299 Figure 12.7: Small Company Brand 5: Phase 1 Spending Percentage Breakdown
• 300 Figure 12.8: Small Company Brand 5: Phase 2 Spending
• Phase 2 Resources
• 301 Figure 12.9: Small Company Brand 5: Phase 2 Spending Percentage Breakdown
• 302 Figure 12.10: Small Company Brand 5: Phase 3a Spending
• Phase 3a Resources
• 303 Figure 12.11: Small Company Brand 5: Phase 3a Spending Percentage Breakdown
• 304 Figure 12.12: Small Company Brand 5 Detail Aids Spending
• Advertising and Promotion Spending
• 305 Figure 12.13: Small Company Brand 5 Samples Spending
• 305 Figure 12.14: Small Company Brand 5 Journal Ads Spending
• 306 Figure 12.15: Small Company Brand 5 Patient Education Spending
• 306 Figure 12.16: Small Company Brand 5 DTC Spending
• 307 Figure 12.17: Small Company Brand 5 Speakers Spending
• 308 Figure 12.18: Small Company Brand 5 Thought Leader Development Spending
• Medical Affairs Spending
• 309 Figure 12.19: Small Company Brand 5 Thought Leader Programs Spending
• 309 Figure 12.20: Small Company Brand 5 Medical Education Spending
• 310 Figure 12.21: Small Company Brand 5 Medical Information Spending
• 311 Figure 12.22: Small Company Brand 5 Market Research Spending
• Decision Support Spending
• 312 Figure 12.23: Small Company Brand 5 Competitive Intelligence Spending
• 313 Figure 12.24: Small Company Brand 5 Pricing Spending
• Market Access Spending
• 314 Figure 12.25: Small Company Brand 5 Pharmacoeconomics Spending
• 314 Figure 12.26: Small Company Brand 5 Reimbursement Spending
• Small Company Brand 6
• 318 Figure 13.1: Small Company Brand 6: Brand Dashboard
• 319 Figure 13.2: Small Company Brand 6: Phase by Phase Spending (in millions)
• 319 Figure 13.3: Small Company Brand 6: Phase Spending as a Percentage of
• Total Commercialization
• 320 Figure 13.4: Small Company Brand 6: Length of Development Phases
• 321 Figure 13.5: Small Company Brand 6: Phase 2 Spending
• Preclinical through Phase 2 Resources
• 322 Figure 13.6: Small Company Brand 6: Phase 2 Spending Percentage Breakdown
• 323 Figure 13.7: Small Company Brand 6: Phase 3a Spending
• Phase 3a Resources
• 324 Figure 13.8: Small Company Brand 6: Phase 3a Spending Percentage Breakdown
• 325 Figure 13.9: Small Company Brand 6: Phase 3b Spending
• Phase 3b Resources
• 326 Figure 13.10: Small Company Brand 6: Phase 3b Spending Percentage Breakdown
• 327 Figure 13.11: Small Company Brand 6: Launch Year Spending
• Launch Resources
• 328 Figure 13.12: Small Company Brand 6: Launch Year Spending Percentage Breakdown
• 329 Figure 13.13: Small Company Brand 6: Detail Aids Spending
• Advertising and Promotion Spending
• 330 Figure 13.14: Small Company Brand 6: Sample Spending
• 330 Figure 13.15: Small Company Brand 6: Journal Ads Spending
• 331 Figure 13.16: Small Company Brand 6: Patient Education Spending
• 331 Figure 13.17: Small Company Brand 6: DTC Spending
• 332 Figure 13.18: Small Company Brand 6: Speakers Spending
• 333 Figure 13.19: Small Company Brand 6: Thought Leader Development Spending
• Medical Affairs Spending
• 334 Figure 13.20: Small Company Brand 6: Thought Leader Programs Spending
• 334 Figure 13.21: Small Company Brand 6: Medical Education Spending
• 335 Figure 13.22: Small Company Brand 6: Medical Information
• 336 Figure 13.23: Small Company Brand 6: Market Research Spending
• Decision Support Spending
• 337 Figure 13.24: Small Company Brand 6: Competitive Intelligence Spending
• 338 Figure 13.25: Small Company Brand 6: Pricing Spending
• Market Access Spending
• 339 Figure 13.26: Small Company Brand 6: Pharmacoeconomics Spending
• 339 Figure 13.27: Small Company Brand 6: Reimbursement Spending

Small Company Brand 7

• 342 Figure 14.1: Small Company Brand 7: Brand Dashboard
• 343 Figure 14.2: Small Company Brand 7: Phase by Phase Spending (in millions)
• 343 Figure 14.3: Small Company Brand 7: Phase Spending as a Percentage of
• Total Commercialization
• 344 Figure 14.4: Small Company Brand 7: Phase 1 Spending
• Preclinical and Phase 1 Resources
• 345 Figure 14.5: Small Company Brand 7: Phase 1 Spending Percentage Breakdown
• 346 Figure 14.6: Small Company Brand 7: Phase 2 Spending
• Phase 2 Resources
• 347 Figure 14.7: Small Company Brand 7: Phase 2 Spending Percentage Breakdown
• 348 Figure 14.8: Small Company Brand 7: Phase 3a Spending
• Phase 3a Resources
• 349 Figure 14.9: Small Company Brand 7: Phase 3a Spending Percentage Breakdown
• 350 Figure 14.10: Small Company Brand 7: Phase 3b Spending
• Phase 3b Resources
• 351 Figure 14.11: Small Company Brand 7: Phase 3b Spending Percentage Breakdown
• 352 Figure 14.12: Small Company Brand 7: Launch Year Spending
• Launch Resources
• 353 Figure 14.13: Small Company Brand 7: Launch Year Spending Percentage Breakdown
• 354 Figure 14.14: Small Company Brand 7: Detail Aids Spending
• Advertising and Promotion Spending
• 355 Figure 14.15: Small Company Brand 7: Sample Spending
• 355 Figure 14.16: Small Company Brand 7: Journal Ads Spending
• 356 Figure 14.17: Small Company Brand 7: Patient Education Spending
• 356 Figure 14.18: Small Company Brand 7: DTC Spending
• 357 Figure 14.19: Small Company Brand 7: Speakers Spending
• 358 Figure 14.20: Small Company Brand 7: Thought Leader Development Spending
• Medical Affairs Spending
• 359 Figure 14.21: Small Company Brand 7: Thought Leader Programs Spending
• 359 Figure 14.22: Small Company Brand 7: Medical Education Spending
• 360 Figure 14.23: Small Company Brand 7: Medical Information
• 361 Figure 14.24: Small Company Brand 7: Market Research Spending
• Decision Support Spending
• 362 Figure 14.25: Small Company Brand 7: Competitive Intelligence Spending
• 363 Figure 14.26: Small Company Brand 7: Pricing Spending
• Market Access Spending
• 364 Figure 14.27: Small Company Brand 7: Pharmacoeconomics Spending
• 364 Figure 14.28: Small Company Brand 7: Reimbursement Spending

Small Company Survey Data

• Advertising and Promotion Spending
• 369 Figure 15.1: Small Company Brands: Percentage of Overall Advertising and Promotion
• Dollars Spent by Phase
• 369 Figure 15.2: Small Company Brands: Detail Aids Spending
• 370 Figure 15.3: Small Company Brands: Breakdown of Detail Aids Spending
• 370 Figure 15.4: Small Company Brands: Samples Spending
• 371 Figure 15.5: Small Company Brands: Breakdown of Samples Spending
• 371 Figure 15.6: Small Company Brands: Journal Ads Spending
• 372 Figure 15.7: Small Company Brands: Breakdown of Journal Ads Spending
• 372 Figure 15.8: Small Company Brands: Patient Education Spending
• 373 Figure 15.9: Small Company Brands: Breakdown of Patient Education Spending
• 373 Figure 15.10: Small Company Brands: DTC Spending
• 374 Figure 15.11: Small Company Brands: Breakdown of DTC Spending
• 374 Figure 15.12: Small Company Brands: Speakers Spending
• 375 Figure 15.13: Small Company Brands: Breakdown of Speakers Spending
• Medical Affairs
• 377 Figure 15.14: Small Company Brands: Percentage of Overall Medical Affairs Dollars
• Spent by Phase
• 377 Figure 15.15: Small Company Brands: Thought Leader Development Spending
• 378 Figure 15.16: Small Company Brands: Breakdown of Thought Leader Development
• Spending
• 378 Figure 15.17: Small Company Brands: Thought Leader Programs Spending
• 379 Figure 15.18: Small Company Brands: Breakdown of Thought Leader Programs
• Spending
• 379 Figure 15.19: Small Company Brands: Medical Education Spending
• 380 Figure 15.20: Small Company Brands: Breakdown of Medical Education Spending
• 380 Figure 15.21: Small Company Brands: Medical Information Spending
• 381 Figure 15.22: Small Company Brands: Breakdown of Medical Information Spending
• 382 Figure 15.23: Small Company Brands: Percentage of Overall Decision Support Dollars
• Spent by Phase
• Decision Support
• 383 Figure 15.24: Small Company Brands: Market Research Spending
• 383 Figure 15.25: Small Company Brands: Breakdown of Market Research Spending
• 384 Figure 15.26: Small Company Brands: Competitive Intelligence Spending
• 384 Figure 15.27: Small Company Brands: Breakdown of Competitive Intelligence Spending
• Market Access
• 386 Figure 15.28: Small Company Brands: Percentage of Overall Market Access Dollars
• Spent by Phase
• 386 Figure 15.29: Small Company Brands: Pricing Spending
• 387 Figure 15.30: Small Company Brands: Breakdown of Pricing Spending
• 387 Figure 15.31: Small Company Brands: Pharmacoeconomics Spending
• 388 Figure 15.32: Small Company Brands: Breakdown of Pharmacoeconomics Spending
• 388 Figure 15.33: Small Company Brands: Reimbursement Spending
• 389 Figure 15.34: Small Company Brands: Breakdown of Reimbursement Spending

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