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Strategic Perspectives: Best Practice Promotion in Respiratory Disorders - Analyzing Promotional Expenditure in Asthma, COPD, and Allergic RhinitisPublished by: Datamonitor Published: Dec. 2, 2002 - 144 Pages Table of ContentsABOUT DATAMONITOR HEALTHCARE About the Immune Disorders and Inflammation pharmaceutical analysis team CHAPTER 1 Executive Summary 1.1 Scope 1.2 Datamonitor insight into promotion within the asthma market 1.3 Key metrics CHAPTER 2 Strategies and Recommendations for Best Practice Promotion 2.1 Anti-asthmatic gold standards Leading products and companies The physician viewpoint 2.2 Physician-based promotional recommendations Sample heavily in the US and lightly in Europe Sponsor more educational meetings and send out less mail Ensure that detailing is helping and not harming your business - retrain your reps frequently Do not neglect delivery devices when promoting drugs DTC advertisements are getting mixed reviews in the US, while physicians in Europe fear their introduction When detailing physicians who are not specialists, reduce the quantity of data presented but not the quality ‘It’s pretty amazing to see what promotion can do’: promotional activity influences the prescribing habits of the vast majority of physicians 2.3 Models of best practice Launch strategies Post-launch strategies CHAPTER 3 Introduction to Promotion in the Respiratory Market 3.1 The importance of promotion in the respiratory market Maturity of the market Increasing genericization Cost-containment measures Low disease awareness 3.2 Promotional spend in the respiratory market CHAPTER 4 Promotional Expenditure Trends in the Anti-Asthmatic Market 4.1 Overview of promotional spend in the anti-asthmatic market 4.2 Variations in promotional spend in anti-asthmatics by country 4.3 Variations in promotional spend in anti-asthmatics by class 4.4 Variations in promotional spend by key products Beta2-agonists Corticosteroids Leukotriene antagonists Combination products 4.5 Physician viewpoint 4.6 Case studies Singulair: a marketing strategy success story GlaxoSmithKline versus AstraZeneca: does promotional spend correlate with market success? Country comparisons Channel mix comparisons GlaxoSmithKline shows high ROI across classes, as compared to AstraZeneca CHAPTER 5 Appendix A 5.1 The CAM Group: data collation and methodology Glossary of terms 5.2 Contributing experts 5.3 Physician questionnaire 5.4 Defining the respiratory market: EphMRA codes 5.5 Data coverage 5.6 Data 5.7 List of tables 5.8 List of figures 5.9 Bibliography CHAPTER 6 APPENDIX B 6.1 About Datamonitor About Datamonitor Healthcare Datamonitor Healthcare’s research and analysis methodologies 6.2 Datamonitor Healthcare’s therapy area capabilities About Immune Disorders and Inflammation Datamonitor Healthcare’s consulting expertise Datamonitor’s Therapeutic Consulting expertise Key therapy team members Simon Hemsworth, Director of Therapy Area Analysis Simon Wright, Director Immune Disorders and Inflammation David Abramson, Therapeutic Lead Consultant David Luckenbach, Managing Analyst Immune Disorders and Inflammation Disclaimer AbstractIntroduction: Effective marketing is a driver of sales in any disease market. However, the dynamics of the respiratory market have resulted in promotion becoming the key determinant of product success. In particular, the role of DTC advertising remains controversial, but a correlation between investment in DTC advertising and sales generation in the respiratory market can be demonstrated, with companies that invest heavily in DTC promotion maximizing their returns.Scope: * Unique data and detailed analysis on respiratory market promotional spend in the seven leading markets: US, Japan, Germany, France, Italy, Spain, UK * In-depth analysis of promotional spend by year, channel, country, disease, company, class, and brand * Case studies featuring leading respiratory players: GlaxoSmithKline, AstraZeneca, and Merck * Recommendations on promotional best practice in the respiratory market. Report Highlights: Promotional prowess, not clinical effectiveness, drives commercial success. The dynamics of the asthma market mean that promotion is the key determinant of product success.The launch and graduation to blockbuster status of Merck’s Singulair demonstrates that effective marketing can more than compensate for the barriers to success presented by a clinically average drug.Investment in DTC advertising correlates with sales generation in the respiratory market; companies should invest heavily in DTC to maximize returns. Reasons to Purchase: * Access unique promotional spend data to quantify marketing effectiveness in the respiratory sector * Compare best practice promotional strategies with the market leaders * Understand how physicians' prescription patterns are influenced by promotional activity, and which channels they respond to * Benchmark your promotional activity against the market leadersGet Full Details About This Report >> |
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