Bharatbook.com Marketing Mid-tier Pharmaceutical Brands: Winning Resources for Near-blockbusters

Marketing Mid-Tier Pharmaceutical Brands: Winning Resources for Near-Blockbusters (PH84) :

The mid-level brands profiled in this study all fall short of reaching the $1 billion benchmark set by blockbuster drugs. However, global brand teams in charge of these drugs often reach their peak annual sales by investing far less money than their blockbuster counterparts. In many cases, mid-level, or sub-blockbuster drugs, are more profitable than blockbusters.

Some mid-level brands face a Catch-22 scenario – they never reach blockbuster status, therefore they do not receive blockbuster-level commercialization investments; on the other hand, the fact that they receive lower investments could be the reason they never reach blockbuster sales.

Companies & Therapeutic Areas Included in Report

Companies

Allergan

AstraZeneca

Bristol-Myers Squibb

Cubist

Human Genome Sciences

Merck KGaA

Millennium Pharmaceuticals

Therapeutic Areas

Antibiotics

Autoimmune Diseases

Cardiovascular

Dermatology

Gastrointestinal

Inflammatory

Nephrology

Table of Contents :

GLOBAL RESOURCE ALLOCATION

Figure 1.1 Mid-Level Brand Expenditures and Sales

Table 1.1: Mid-Level Brand Table

Figure 1.2: Mirroring Niche Allocations Early and Blockbuster Allocations Late

Figure 1.3: Mid-Level Brands’ Staffing Mirrors Niche Brands’ Staffing Throughout Early Development

Brand

Table 1.2: Brand 1 Spending

Figure 1.14: Brand 1: Global Spending Allocation

Brand

Table 1.4: Brand 2 Spending

Figure 1.17: Brand 2: Global Spending Allocation

EUROPEAN MARKETING

Figure 2.1: European Marketing Mix

Table 2.1: European Brand Table

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

Brand

Table 2.2: Brand 6 Spending

Figure 2.25: Brand 6: Budget Allocation (Early-Stage)

Brand

Table 2.4: Brand 7 Spending

Figure 2.29: Brand 7: Budget Allocation (Early-Stage)

US MARKETING

Table 3.1: US Brand Table

Figure 3.1: US Marketing Mix

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

Brand

Table 3.2: Brand 10 Spending

Figure 3.13: Brand 10: Budget Allocation (Early-Stage)

Figure 3.12: Brand 10: Budget Allocation

Brand

Table 3.4: Brand 11 Spending

Figure 3.18: Brand 11: Budget Allocation (Early-Stage)

Figure 3.17: Brand 11: Budget Allocation

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