Small & Specialty Drug Branding

Tapping Niche Market Potential

Publication Date	May 2006
Publisher	Cutting Edge Information
Product Type	Report
Pages	191
ISBN Number	not applicable
Product Code	CUT00032

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Summary

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...

Content

Charts and Graphics
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
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
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
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
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
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 Activities Staffing
- 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
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
Table 2.4: Brand 7 Spending
- Figure 2.27: Brand 7: Budget Allocation
Table 2.5: Brand 7 Staffing
- Figure 2.28: Brand 7: Staffing Allocation
- Figure 2.29: Brand 7: Launch Context
Brand
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
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
Table 2.10: Brand 10 Spending
Brand
- Figure 2.36: Brand 10: Budget Allocation
- Figure 2.37: Brand 10: Budget Allocation (Early-Stage)
Table 2.11: Brand 10 Staffing
- Figure 2.38: Brand 10: Staffing Allocation
- Figure 2.39: Brand 10: Launch Context
Brand
Table 2.12: Brand 11 Staffing
- Figure 2.41: Brand 10: Budget Allocation (Early-Stage)
- Figure 2.40: Brand 11: Budget Allocation
Table 2.13: Brand 11 Spending
- Figure 2.42: Brand 11: Staffing Allocation
- Figure 2.43: Brand 11: 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