Released on: January 29, 2008, 10:33 pm

Press Release Author: Bharat Book Bureau

Industry: Pharmaceuticals

Press Release Summary: Commercializing new drugs continues to challenge companies
across the pharmaceutical and biotechnology sectors.

Press Release Body: Small And Specialty Drug Branding: Tapping Niche Market
Potential (PH83) :

Commercializing new drugs continues to challenge companies across the pharmaceutical
and biotechnology sectors. This study is published to assist individuals and product
teams who seek guidance in the allocation of pre- and post-launch marketing
resources for small and specialty brands. The information contained in this report
is based on primary research gathered from brand managers and directors, marketing
executives and marketing support function team members working with brands marketed
in the United States, Europe and worldwide. The following recommendations and
conclusions were top study findings: Support niche brand launches with stronger
promotional infrastructures. Niche brand development is a catch-22; companies
hesitate to invest heavily in a drug targeted for less than $500 million in peak
annual sales and niche brands cannot exceed $500 million because they are not
properly supported. The highest global spending for any niche brand profiled in this
study is…Invest more funds in thought leader development than advertising for
European launches.

Companies & Therapeutic Areas Included in Report

Companies

Alfacell
AnorMED
Biovail
Bristol-Myers Squibb
Genzyme

Therapeutic Areas

Anti-viral
Cardiovascular
Central Nervous System
Dermatology
Endocrinology


Table of Contents :

RESOURCE ALLOCATION AND STRATEGIC PROFILES

Figure E.1: Study Context: Therapeutic Areas
Figure E.2: Niche Brand Commercialization Spending Breakdown
Figure E.3: Percent of Marketing Budget by Phase

GLOBAL RESOURCE ALLOCATION
Figure 1.1: Niche Brand Global Expenditures and Sales
Table 1.1: Global Launch Context
Figure 1.2: Global Spending
Figure 1.3: Global Staffing
Figure 1.4: Global Activities Spending
Figure 1.5: Global Activities Staffing

EUROPEAN MARKETING
Figure 2.1: European Marketing Mix
Table 2.1: European Launch Context
Figure 2.2: European Total Spending
Figure 2.3: European Total Staffing
Figure 2.4: European Brand Activities Spending
Figure 2.5: European Brand Activities Staffing

US COMMERCIALIZATION
Figure 3.1: US Marketing Mix
Table 3.1: US Launch Context
Figure 3.2: US Total Spending
Figure 3.3: US Total Staffing
Figure 3.4: US Brand Activities Spending
Figure 3.5: US Brand Activities Staffing

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