Winning Product Launch Strategies

Maximizing sales from new pharmaceutical products

Publication Date	April 2007
Publisher	Business Insights
Product Type	Report
Pages	101
ISBN Number	not applicable
Product Code	RBI00139

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Summary

With pharmaceutical R&D continuing to suffer from declining productivity levels and stagnant returns on investment, effective, flexible and commercially successful new product launches have become more important than ever. How pharma companies drive product uptake and the effectiveness of their competitive positioning during the launch phase increasingly define pharmaceutical market success.

Winning Product Launch Strategies is a new report featuring case studies of successful product launches of several key drugs. The results of 163 new product approvals and launches conducted across the US and EU are analyzed to provide up-to-date information on trends in new drug launches along with key factors for successful launches.
Case studies include:

Eli Lilly: Alimta (pemetrexed)
Bristol-Myers Squibb: Reyataz (arazanavir)
Genentech/Roche: Avastin (bevacizumab)

Use this report to gain a comprehensive understanding of current and future product launch strategies, discover key differences between US and EU approaches and identify current best practices for successful product launch.

Key findings of the report.

In 2005, Sepracor's new insomnia drug Lunesta (eszopiclone) accounted for the greatest single drug investment in DTC advertising, with a total US spend of $227.3m.
The average post-launch US patent exclusivity period for new products has fallen from 12 years in 2001 to just 8 years in 2005.
During, 2001 to 2005, around one third of all new drugs approved in the US were subsequently marketed through a co-promotional agreement.
In the US new product launches between 2001 and 2005 were dominated by antineoplastic and immunomodulating agents, nervous system drugs and anti-infectives for systemic use.
Between 2001 and 2005, the leading new drug launch by first year sales was Amgen's Neulasta (pegfilgrastim) with US$722 million, followed by Genentech/ Roche's Avastin (bevacizumab) with US$559 million and Lilly ICOS' Cialis (tadalafil) with US$552 million.

Key questions answered in this report

Which companies have had successful new product launches over the past 5 years?
What are the trends in DTC advertising spend for new product launches?
What are the key therapy areas driving new product launch growth?
When should a new product be launched to maximise marketing life cycles?
How can contract sales organizations be most effectively used in new product launch strategy?
What are the future trends and opportunities in product launch strategies?

Top five reasons to order your copy today

Gain access to in-depth case studies of key launch strategies, enabling you to learn valuable lessons from industry leaders and implement these into your current processes.
Analyze optimal launch timing and identify best practice examples for maximizing your patent exclusivity period and successful early product launch strategies.
Evaluate winning launch partnerships, analyze global licensing trends and implement strategies for future success.
Identify key products, therapy areas and companies currently driving new product launch growth, including detailed analysis of 163 new product launches in the US and Europe for leading drugs.
Identify key differences between US and EU approaches and implement current best practices for a successful product launch.

Content

Executive Summary
- The importance of new product launches
- Global launch strategies
- Optimal launch timing
- Winning launch partnerships
- Effective promotion and positioning
- Key products, therapy areas and companies
Chapter 1 The Importance Of New Product Launches
- Summary
- Introduction
- Declining R&D productivity
- Stagnant returns on investment
- Central importance of new product launches
- Key product launch success factors
Chapter 2 Global Launch Strategies
- Summary
- Introduction
- Global launch sequence
- Case study: Zetia (ezetimibe)
- Global brand strategies
- Global marketing strategies
- Reflections and recommendations
Chapter 3 Optimal Launch Timing
- Summary
- Introduction
- Maximizing patent exclusivity period
- Managing therapeutic franchises
- Early product launch strategies
- Case study: Alimta (pemetrexed)
- Reflections and recommendations
Chapter 4 Winning Launch Partnerships
- Summary
- Introduction
- Global licensing strategies
- Product launch partnerships
- Case study: Cymbalta (duloxetine)
- Reflections and recommendations
Chapter 5 Effective Promotion And Positioning
- Summary
- Introduction
- Size matters
- DTC driving new market access
- New product positioning strategies
- Case study: Reyataz (atazanavir)
- Reflections and recommendations
Chapter 6 Key Products, Therapy Areas And Companies
- Summary
- Key products
  - Case study: Neulasta (pegfilgrastim)
  - Case study: Avastin (bevacizumab)
  - Case study: Cialis (tadalafil)
- Key therapy areas
- Key companies
Chapter 7 Appendix
- Product approval database
- Index
List Of Figures
- Figure 1.1: New drug approvals per US$ billion of R&D in the US and EU, 2001-2005
- Figure 1.2: Pharmaceutical sales per dollar of R&D in the US and EU, 2001-2005
- Figure 1.3: Distribution of returns and costs for new drugs, arranged by sales deciles
- Figure 1.4: New approvals as a proportion of pharma sales driving growth
- Figure 1.5: Key success factors for new drug launches
- Figure 2.6: Key new drug success factors: global launch
- Figure 2.7: New global drug launches by first approval, 2001-2005
- Figure 2.8: New global drug launches by launch sequence, 2001-2005
- Figure 2.9: Zetia (ezetimibe) sales, 2003-2006
- Figure 2.10: New global drug launches by brand strategy, 2001-2005
- Figure 2.11: Global product development versus global marketing, new drugs 2001-2005
- Figure 2.12: New global drug launches by marketing strategy, 2001-2005
- Figure 3.13: Key new drug success factors: launch timing
- Figure 3.14: Average post-launch US patent exclusivity period, 2001-2005
- Figure 3.15: Distribution of post-launch US patent exclusivity periods, 2001-2005
- Figure 3.16: Follow-on franchise product examples
- Figure 3.17: US new drug approvals by review process, 2001-2005
- Figure 3.18: US new drug approvals by orphan drug status, 2001-2005
- Figure 3.19: US new drug approvals by market exclusivity period, 2001-2005
- Figure 3.20: Alimta (pemetrexed) sales, 2004-2006
- Figure 4.21: Key new drug success factors: partnering strategy
- Figure 4.22: Global new drug approvals by licensing status, 2001-2005
- Figure 4.23: US new drug approvals by US licensing status, 2001-2005
- Figure 4.24: Cymbalta (duloxetine) sales, 2004-2006
- Figure 5.25: Key new drug success factors: promotion and positioning
- Figure 5.26: New approvals appear to be dominated by companies generating the greatest pharma sales and sales growth
- Figure 5.27: US new drug approvals by designated marketing company, 2001-2005
- Figure 5.28: EU new drug approvals by designated marketing company, 2001-2005
- Figure 5.29: Impact of DTC during new product launch: Crestor and Cialis
- Figure 5.30: Reyataz (atazanavir) sales, 2003-2006
- Figure 6.31: US new drug approvals by technology, 2001-2005
- Figure 6.32: EU new drug approvals by technology, 2001-2005
- Figure 6.33: Neulasta (pegfilgrastim) sales, 2002-2006
- Figure 6.34: Avastin (bevacizumab) sales, 2004-2006
- Figure 6.35: Cialis (tadalafil) sales, 2004-2006
- Figure 6.36: US and EU new drug approvals by therapy area, 2001-2005
- Figure 6.37: US and EU new drug approvals by ATC3 code, 2001-2005
- Figure 6.38: US and EU new drug approvals by company, 2001-2005
List Of Tables
- Table 2.1: Zetia (ezetimibe) profile
- Table 3.2: Alimta (pemetrexed) profile
- Table 4.3: Cymbalta (duloxetine) profile
- Table 5.4: Leading US new drug launches by DTC spend, 2001-2005
- Table 5.5: Leading new drug launches by launch positioning, 2001-2005
- Table 5.6: Reyataz (atazanavir) profile
- Table 6.7: Selected leading new drug launches, 2001-2005
- Table 6.8: Neulasta (pegfilgrastim) profile
- Table 6.9: Avastin (bevacizumab) profile
- Table 6.10: Cialis (tadalafil) profile
- Table 7.11: US and EU product approvals, 2001 to 2005
- Table: 7.12 US and EU product approvals, 2001 to 2005 (continued)
- Table: 7.13 US and EU product approvals, 2001 to 2005 (continued)
- Table: 7.14 US and EU product approvals, 2001 to 2005 (continued)
- Table: 7.15 US and EU product approvals, 2001 to 2005 (continued)
- Table: 7.16 US and EU product approvals, 2001 to 2005 (continued)