RESEARCH TRIANGLE PARK, NC--(Marketwire - August 30, 2007) - If a drug company spends $2
million to launch a new product in Mexico, how should it divvy up those
promotional dollars? What about in the Philippines or, for that matter,
Canada or all of Asia? A study from Cutting Edge Information answers such
questions by outlining differences in
pharmaceutical marketing budgets, all in US dollars, in seven
different regions and countries, including Australia, Asia and the
Americas. Visit the report website and download a complimentary summary
at:
http://www.cuttingedgeinfo.com/affiliatemarketing/PH97_Download.asp.
One profiled drug, launched in Mexico, is a
global blockbuster with worldwide sales of more than $1 billion.
The product's company spent most of its $1.7 million launch budget on drug
samples and detail aids to support the sales force.
A launch in the Philippines, on the other hand, will make no more than $250
million in annual sales. Its launch budget, much smaller at $250,000, was
focused on
continuing
medical education to teach doctors about the drug's ability to help
certain patients.
The report, "Post-Launch Brand Marketing in Select Affiliate Markets," (
http://www.AffiliateDrugMarketing.com) breaks down the allocation of
marketing resources for eight pharmaceutical and biotechnology brands.
Five of the brands are marketed in Asia/Oceania, two brands in the Americas
and one brand in Africa.
The data illustrate similarities and differences among marketing campaigns
in the first three years after launch. Detailed metrics show how
promotional expenditures, such as ads, sales aids and
thought leader programs fluctuate from one year to the next.
"The diversity in spending patterns reflects the unique challenges and
opportunities faced by individual brands in specific markets," says the
report's author, Eric Bolesh. "It's exciting to take a look at marketing
in smaller countries since they're not often studied in this way."
The report provides a comprehensive breakdown of
promotional spending by detailing the most critical areas of brand
investment, including:
-- Promotional mix (detail aids, samples, speaker programs, journal ads,
medical publications, medical education, patient education and direct-to-
consumer ads)
-- Decision support (market research and competitive intelligence)
-- Market access (pricing, pharmacoeconomics and reimbursement)
To view a summary of this report, visit
http://www.cuttingedgeinfo.com/affiliatemarketing/PH97_Download.asp#body.
Save a CEI catalog to your desktop:
http://www.cuttingedgeinfo.com/reports/Cutting_Edge_Information_Report_Catalog.pdf
Contact Information: CONTACT:
Eric Bolesh
1-919-433-0209