Post-Launch US Marketing: Promotional Mix, Decision Support and Market Access

Post-Launch US Marketing: Promotional Mix, Decision Support and Market Access (PH87)

Product Type: Market Research Report
Published by: Cutting Edge Information
Published: September 2006
Product Code: R465-48

Description

Uncover real-world brand budgets from the first three years on the market:

Explore marketing budgets for 9 brands throughout their first, second and third years of market availability.

Each easy-to-navigate brand profile walks you through annual spending in three critical areas of product management:

1. Promotional Mix

Detail Aids
Samples
Speaker programs
Journal ads
Medical publications
Medical education
Patient education programs
DTC ads

2. Decision Support

Market research
Competitive intelligence

3. Market Access

Pricing strategy and analysis
Pharmacoeconomics
Reimbursement

As branded competition grows tighter and generics increasingly threaten market share, companies work within condensed product timelines to recoup their enormous R&D costs and turn a profit. Achieving a drug’s full sales potential requires teams to be finely attuned to brands’ unique strengths and weaknesses - including the realities of markets, clinical profiles and their own companies’ capacity to support effective promotion.

Against this backdrop, the first few years of a drug’s market life are critical in the brand’s long-term success or failure. Companies must not only develop a strategic marketing mix that will be most effective for their brands but also be prepared to back the chosen promotional activities with sufficient resources.

Understanding these resource allocations in terms of both raw dollars and real-world contexts provides a powerful advantage for brand teams, marketing units, market research personnel, reimbursement groups and other parties involved in every brand’s life.

Table of Contents

Each of the first nine chapters in Post-Launch US Marketing contains a brand profile that covers annual spending for the product's first, second and third years on the market. Later chapters unite all brand data to compare spending for specific years and budget categories

The report provides budget data in market years one, two and three for the following areas:

Promotional Mix:: Detail Aids; Samples; Speaker programs; Journal ads; Medical publications; Medical education; Patient education programs; DTC ads
Decision Support:: Market research; Competitive intelligence
Market Access:: Pricing strategy and analysis; Pharmacoeconomics; Reimbursement

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