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Increasingly Stiff Competition is Making Achieving a Drug's Full Sale Potential Much More Difficult in Today's Pharmaceutical Environment.

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c49481) has announced the addition of US Launch: Phase IIIa, IIIb and Launch Year Brand Commercialization to their offering.

Uncover real-world brand budgets for Phase IIIa, Phase IIIb and products' launch years:

Explore marketing budgets for 6 brands as they move through Phase IIIa, Phase IIIb and the launch year.

Each easy-to-navigate brand profile walks you through the various phases' spending in four critical areas of product management:

-Advertising and Promotion -Detail Aids -Samples -Journal ads -Patient education programs -DTC ads -Speaker programs -Medical Affairs -Thought leader development -Thought leader programs -Medical education -Medical information -Decision Support -Market research -Competitive intelligence -Market Access -Pricing strategy and analysis -Pharmacoeconomics -Reimbursement

Increasingly stiff competition combined with enormous market pressures that shorten brand timelines make achieving a drug's full sales potential much more difficult in today's pharmaceutical environment. Brand leaders must be finely attuned to their brands' unique strengths and weaknesses, including the realities of markets, clinical profiles and their own companies' capacity to support effective promotion, if they hope to help their products reach full sales potential.

With these pressures in place, commercialization efforts during the last stages of drug development leading up to launch are critical to long-term success. 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.

Topics Covered

Executive Summary

Profiled Companies

Methodology and Definitions

Pharmaceutical Product Commercialization: Five Principles for Success

Brand 1

Brand 1 Introduction

Phase IIIa Resources

Phase IIIb Resources

Launch Resources

Brand 2

Brand 2 Introduction

Phase IIIa Resources

Phase IIIb Resources

Launch Resources

Brand 3

Brand 3 Introduction

Phase IIIa Resources

Phase IIIb Resources

Launch Resources

Brand 4

Brand 4 Introduction

Phase IIIa Resources

Phase IIIb Resources

Launch Resources

Brand 5

Brand 5 Introduction

Launch Year Resources

Brand 6

Brand 6 Introduction

Phase IIIa Resources

Phase IIIb Resources

Launch Resources

Survey Data: Advertising and Promotion Spending

Survey Data: Medical Affairs

Survey Data: Decision Support

Survey Data: Market Access

CHARTS AND GRAPHICS

Companies Mentioned

- Abbott

- AstraZeneca

- Johnson & Johnson

- Novartis

- Pfizer

- Schering-Plough

For more information visit http://www.researchandmarkets.com/reports/c49481
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Publication:Business Wire
Date:Jan 31, 2007
Words:402
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