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 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

Oncology

Pain

Respiratory

Rheumatology

Urology

Women's Health

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...

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 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 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 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) 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

Amgen

AstraZeneca

Berlex

CV Therapeutics

Dendreon

Eli Lilly

Johnson & Johnson

Merck KGaA

Novo Nordisk

Organon

Pfizer

Procter & Gamble

Roche

Sanofi-Aventis

TAP Pharmaceuticals

For more information visit http://www.researchandmarkets.com/reports/c49330