Healthy Skepticism Library item: 1296
Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.
Publication type: report
Cutting Edge
Oncology Brand Commercialization: Resource Allocation
2005 May
http://www.pharmaoncologymarketing.com/
Abstract:
Q: Which oncology brand spends more on launch marketing: a promising first-in-class drug with limited commercial support — or a clinically inferior product with major pharma backing? A: Deep resources and commercial experience help the second brand outspend the first by more than $30 million.
Use this report’s 28 commercial variables to build your own, customized data sets for cancer drug launches.
By combining spending and staffing data from the report’s 28 different brand types, you can build resource benchmarks to fit your own unique challenges.
The report’s data sets are divided into 10 chapters:
Chapter 1: Drug Class – Explores resources for cytotoxics and innovative therapies
Chapter 2: Market Entrance – Explores resources for first-to-market brands and follow-on/me-too brands
Chapter 3: Indications – Explores resources for brands indicated to treat leukemia, breast cancer, lung cancer, prostate cancer and colorectal cancer
Chapter 4: Peak Sales – Explores resources for brands with projected peak annual sales of more than $1 billion, $500 million to $999 million, and less than $500 million
Chapter 5: Line of Treatment – Explores resources for first-line, second-line and third-line therapeutics
Chapter 6: Clinical Profile – Explores resources for brands with favorable, average, and unfavorable clinical profiles
Chapter 7: Industry Sector – Explores resources for brands commercially supported by major pharmaceutical companies and by biotechnology companies
Chapter 8: Competitive Landscape – Explores resources for brands with strong, average and weak competitive positions
Chapter 9: Promotional Infrastructure – Explores resources for brands with access to strong, average and weak internal resources
Chapter 10: Drug Delivery – Explores resources for brands delivered orally and intravenously
