New Report Blockbuster Pharmaceutical Launches: Establishing Market Leadership Available Now.DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c49330) has announced the addition of Blockbuster Pharmaceutical Launches: Establishing Market Leadership to their offering. The blockbuster drug A blockbuster drug is a drug generating more than $1 billion of revenue for its owner each year. The search for blockbusters has been the foundation of the R&D strategy adopted by big pharmaceutical companies, but this looks set to change. model drove the pharmaceutical industry to great heights for decades. In the current pharmaceutical market, however, blockbusters are becoming few and far between. In what can sometimes be a search for pharma's holy grail, the difference between discovering a blockbuster and the next me-too product often comes down to experience and expenditure. Blockbusters are not simply born out of large pharmaceutical companies' expansive pocketbooks. Instead, it is their past experience commercializing drugs in varied markets with large patient populations that has taught blockbuster brand teams how to avoid common pitfalls. The blockbuster brands profiled in this latest study have experienced, savvy promotional infrastructures that support drug launches every step of the way with expert solutions. Furthermore, blockbuster drugs rely so heavily on acceptance from the medical community, that it's no wonder why they deliver the massive returns that make them blockbusters. Blockbuster brands are consistently supported by efficient, streamlined thought leader development programs designed to win the medical community's acceptance and propel the drug to rapid peak annual sales. Therapeutic Areas: Cardiovascular Central Nervous System Depression Endocrinology Metabolism Musculoskeletal musculoskeletal /mus·cu·lo·skel·e·tal/ (-skel´e-t'l) pertaining to or comprising the skeleton and muscles. mus·cu·lo·skel·e·tal adj. Relating to or involving the muscles and the skeleton. Oncology Pain Respiratory Rheumatology rheumatology /rheu·ma·tol·o·gy/ (-tol´ah-je) the branch of medicine dealing with rheumatic disorders, their causes, pathology, diagnosis, treatment, etc. rheu·ma·tol·o·gy n. Urology urology Medical specialty dealing with the urinary system and male reproductive organs. It traces its origin to medieval lithologists, itinerant healers who specialized in surgical removal of bladder stones. Women's Health Women's Health Definition Women's health is the effect of gender on disease and health that encompasses a broad range of biological and psychosocial issues. The following recommendations and conclusions were among the top study findings: Invest in thought leader development to generate widespread market acceptance prior to Launch. Analysts identified thought leader development as a critical component to blockbuster brand teams' successes. Blockbuster brand teams tap the medical community early in development and continue to invest in opinion leaders for a number of purposes, including publications planning, speaker opportunities and continuing medical education continuing medical education See CME. ... Assign marketing resources to overcome unique blockbuster brand challenges Every brand comes to market under unique marketing circumstances. Not all drugs are able to benefit from a mature promotional infrastructure or a strong clinical profile - so blockbuster product teams must work diligently to provide their brands with comprehensive marketing efforts that underscore drugs' strong attributes and surmount sur·mount tr.v. sur·mount·ed, sur·mount·ing, sur·mounts 1. To overcome (an obstacle, for example); conquer. 2. To ascend to the top of; climb. 3. a. To place something above; top. their downfalls. To accomplish this feat, companies deliberately and strategically allocate resources to a marketing mix that best compliments their objectives. Therefore, competitors can learn much about a drug's profile by looking at the brand team's budget allocations... Market research dominates early-phase US commercialization spending Early in a drug's lifecycle, project and brand teams' primary objectives are to start outlining the competitive landscape, identify unmet needs and spot potential problem areas that could inhibit a drug's US commercial development in the years ahead. Marketers tackle these challenges with market research, which is one of the best tools brand teams have at their disposal early on. US resource allocation resource allocation Managed care The constellation of activities and decisions which form the basis for prioritizing health care needs analysis shows that market research spending dominates early marketing budgetsO Negotiate co-promotion agreements to overcome a lack of European promotional infrastructure, extend commercial reach and increase market penetration Noun 1. market penetration - the extent to which a product is recognized and bought by customers in a particular market penetration - the act of entering into or through something; "the penetration of upper management by women" in Europe To expand their reach in Europe and to fully penetrate the market, five of the six European brand developers have either signed co-promotion agreements or plan to do so. These brands, each with its own unique combination of European promotions experience and infrastructure, sought co-promotion partners with the promotional capabilities and European presence that best complements their situationsO Advertising spending consumes 12% less of European marketing budgets than global spending One core marketing strategy that brand teams approach differently in Europe is advertising. The absence of direct-to-consumer (DTC DTC See: Depository Transfer Check DTC See: Depository Trust Company DTC See Depository Trust Company (DTC). ) advertising in Europe means companies must shift the strategies they use to promote key product platforms in the US and other markets. Instead of relying so heavily on advertising to spread the word of their products' clinical merits, European brand teams instead target influencer and prescriber networks through other channels, including advisory boards, symposia, congresses, thought leader relationships and their sales forcesO Charts and Graphics Headings RESOURCE ALLOCATION AND STRATEGIC PROFILES EUROPEAN MARKETING US COMMERCIALIZATION Companies Mentioned: Abbott Laboratories Abbott Laboratories (NYSE: ABT) is a diversified pharmaceuticals and health care company. It has over 65,000 employees and operates in 130 countries. The corporate headquarters are in Abbott Park, Illinois, a neighborhood of North Chicago, Illinois. Amgen AstraZeneca Berlex CV Therapeutics Dendreon Eli Lilly Eli Lilly can refer to:
Johnson & Johnson Merck KGaA This article needs sources or references that appear in reliable, third-party publications. Alone, primary sources and sources affiliated with the subject of this article are not sufficient for an accurate encyclopedia article. Novo Nordisk Organon or·ga·non or or·ga·num n. pl. or·ga·nons or or·ga·nums or or·ga·na 1. An organ. 2. A set of principles for use in scientific investigation. organon pl. organa [Gr.] organ. Pfizer Procter & Gamble Roche Sanofi-Aventis TAP Pharmaceuticals For more information visit http://www.researchandmarkets.com/reports/c49330 |
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