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Small & Specialty Drug Branding: Tapping Niche Market Potential

Published by: Cutting Edge Information

Published: May. 1, 2006 - 191 Pages

The price of this report has been reduced due to its age. The origional price was $7695.00

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

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 Activi

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 Spending1

Figure 2.27: Brand 7: Budget Allocation1

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

Tabl Spending




Brand 10




Figur: Budget Allocation

Figur: Budget Allocation (Early-Stage)

Tabl Staffing1

Figur: Staffing Allocation

Figur: Launch Context




Brand 11




Tabl Staffing

Figur: Budget Allocation (Early-Stage)

Figur: Budget Allocation

Tabl Spending

Figur: Staffing Allocation

Figur: 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




Tab Spending

Figur: Budget Allocation

Tab Staffing Table

Figur: Staffing Allocation

Figur: Launch Context

Figur Sales Investment vs. US Average




Brand 13




Tab Spending

Figur: Budget Allocation

Figur: Budget Allocation (Early-Stage)

Tab Staffing Table

Figur: Staffing Allocation

Figur: Launch Context

Figur Sales Investment vs. US Average




Brand 14




Tab Spending

Figur: Budget Allocation (Early-Stage)

Figur: Budget Allocation

Tab Staffing Table

Figur: Staffing Allocation

Figur: Launch Context

Figur Sales Investment vs. US Average




Brand 15




Tab Spending

Figur: Budget Allocation (Early-Stage)

Figur: Budget Allocation

Tab Staffing Table

Figur: Staffing Allocation

Figur: Launch Context

Figur Sales Investment vs. US Average




Brand 16




Tabl Spending

Figur: Budget Allocation (Early-Stage)

Figur: Budget Allocation

Tabl Staffing Table

Figur: Staffing Allocation

Figur: Launch Context0

Figur Sales Investment vs. Niche Average




Brand 17




Tabl Spending

Figur: Budget Allocation

Tabl Staffing Table

Figur: Staffing Allocation

Figur: Launch Context

Figur Sales Investment vs. Niche Average

Abstract

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…

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