Global Pharmaceutical Launches

Marketing Budgets and Staffing (Phase 3 to Post-Launch)

Publication Date	January 2005
Publisher	Cutting Edge Information
Product Type	Report
Pages	168
ISBN Number	not applicable
Product Code	CUT00021

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Summary

Global Pharmaceutical Launches: Marketing Budgets and Staffing (Phase III to Post-Launch) -- PH62

Align dollars and people for a winning drug launch. With spending and staffing data for the commercialization of 16 brands, this report analyzes launches across the industry -- including niche products with modest budgets, mid-level products balancing expenditures, and larger brands with blockbuster hopes.

The report breaks down brands' commercialization spending and headcounts into three time segments and four spending categories:

Time Segments

Phase III
Registration and Launch
First 12-18 Months on market
(For Pre-Clinical to Phase II data, visit PharmaCommercialization.com)

Spending Categories

Brand activities
Market research
Thought leader development
Advertising

The commercialization of new drugs continues to challenge companies across the pharmaceutical and biotechnology sectors. This report provides valuable assistance to individuals and teams who seek guidance in the allocation of pre- and post-launch marketing resources.

Content

Each Chapter in Global Pharmaceutical Launches Contains Brand Profiles That Detail The following Metrics:
- Brand spending by time period (Phase III, Registration and Launch, and First 12-18 Months on market)
- Brand headcounts by time period (Phase III, Registration and Launch, and First 12-18 Months on market)
- Spending and staffing allocations for core brand activities in all three time periods
- Spending and staffing allocations for market research in all three time periods
- Spending and staffing allocations for thought leader development in all three time periods
- Spending and staffing allocations for advertising in in all three time periods
Chapter-Wide Analysis Unites All Brand Data:
- Chapter One: total spending and staffing for brand activities, market research, thought leader development and advertising -- in all three time periods -- for all six brands with blockbuster expectations.
- Chapter Two: total spending and staffing for brand activities, market research, thought leader development and advertising -- in all three time periods -- for all five mid-level brands (projected peak annual sales of $500 million to $1 billion).
- Chapter Three: total spending and staffing for brand activities, market research, thought leader development and advertising -- in all three time periods -- for all five niche brands (projected peak annual sales of less than $500 million).