Launching Pharmaceutical Megabrands

Best Practices in Marketing Blockbusters

Publication Date	February 2004
Publisher	Best Practices
Product Type	Report
Pages	169
ISBN Number	not applicable
Product Code	BPC00005

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Summary

Launching Pharmaceutical Megabrands: Best Practices in Marketing Blockbusters (SM-124) profiles an elite group of high performing pharmaceutical companies that have demonstrated effective operating practices and winning strategies in the area of Marketing Pharmaceutical Blockbusters. By studying other organizations' successful approaches to marketing blockbusters, your company can improve its multi-phased pre-launch marketing support to drive rapid uptake of new products.

After reading this report, you will know how world-class pharmaceutical companies drive commercially focused drug development to create blockbuster megabrands. Benefits of commercially focused drug development include increased sales, increased speed to market penetration, improved product positioning and market acceptance, and greater marketing impact through market assessment and preparation activities. This online report summary includes key findings, report structure, sample best practices, a table of contents, project maps that illustrate the study's focus, and an order form to facilitate purchase.

METRICS INCLUDED IN THE STUDY

Performance metrics enable executives to perform gap analyses and identify areas needing improvement. Metrics are an important complement to the qualitative best practices included in this study report. Best Practices, LLC analysts collected and analyzed the following key metrics for blockbuster product launches from the companies benchmarked in the study:

Marketing activities and frequencies at each product phase
Pre-launch marketing investments
Total marketing spend for global and U.S. operations
Pre-launch vs. launch marketing spend
Marketing spend by activity
New drug marketing investment by company, phase and activity
Composition and size of product teams
Marketing compensation levels
Product/Brand manager qualifications
Marketing publications staff responsibilities

Content

Executive Summary
- Overview
- Benchmark Data
- Team Structure
- Structuring Marketing Career Paths
- Early Involvement of Cross-Functional Team
- Transition and Long-Term Management
- Overview
- Balancing Clinical and Commercial Concerns
- Trial Strategy and Execution
- Thought Leader Development
- Non-Physician Influences
Chapter 1
- Developing and Deploying
- Integrated Marketing Support
Chapter 2
- Investing For Maximum Impact
  - Overview
  - Benchmark Data
  - Marketing Investment Matrix
  - Investments and Resources
Chapter 3
Managing Team Structure,
Communication and Transition
- Overview
- Thought Leader Program Management
- Competitive Intelligence
- Publication Strategy
- Case Studies
Chapter 4
Driving Commercially Focused
Drug Development
- Overview
- Benchmark Data
- Process Map: Employing Market Research
- Timing of Marketing Activities
- Marketing Activities Matrix
Chapter 5
Preparing the Market for
Rapid Product Uptake
- Project Background
- Benchmark Class
- Prioritized Findings
- Report Structure and Organization
- Lessons Learned
- Next Steps
- Appendix A: Optimizing Commercial Resources
- Appendix B: Marketing Metrics at a Glance
- Appendix C: Medical Publications Staffing