ブロックバスター薬の市場参入動向

Abstract

The blockbuster drug model drove the pharmaceutical industry to great heights for decades. In the current pharmaceutical market, however, blockbusters are becoming few and far between. In what can sometimes be a search for pharma' s holy grail, the difference between discovering a blockbuster and the next me-too product often comes down to experience and expenditure.

Blockbusters are not simply born out of large pharmaceutical companies' expansive pocketbooks. Instead, it is their past experience commercializing drugs in varied markets with large patient populations that has taught blockbuster brand teams how to avoid common pitfalls. The blockbuster brands profiled in Cutting Edge Information' s latest study have experienced, savvy promotional infrastructures that support drug launches every step of the way with expert solutions.

Furthermore, blockbuster drugs rely so heavily on acceptance from the medical community, that it' s no wonder why they deliver the massive returns that make them blockbusters. Blockbuster brands are consistently supported by efficient, streamlined thought leader development programs designed to win the medical community' s acceptance and propel the drug to rapid peak annual sales.

The following recommendations and conclusions were among Cutting Edge Information' s top study findings:

Invest in thought leader development to generate widespread market acceptance prior to Launch.

Cutting Edge Information analysts identified thought leader development as a critical component to blockbuster brand teams' successes. Blockbuster brand teams tap the medical community early in development and continue to invest in opinion leaders for a number of purposes, including publications planning, speaker opportunities and continuing medical education...

Assign marketing resources to overcome unique blockbuster brand challenges

Every brand comes to market under unique marketing circumstances. Not all drugs are able to benefit from a mature promotional infrastructure or a strong clinical profile - so blockbuster product teams must work diligently to provide their brands with comprehensive marketing efforts that underscore drugs' strong attributes and surmount their downfalls. To accomplish this feat, companies deliberately and strategically allocate resources to a marketing mix that best compliments their objectives. Therefore, competitors can learn much about a drug' s profile by looking at the brand team' s budget allocations.

Market research dominates early-phase US commercialization spending

Early in a drug' s lifecycle, project and brand teams' primary objectives are to start outlining the competitive landscape, identify unmet needs and spot potential problem areas that could inhibit a drug' s US commercial development in the years ahead. Marketers tackle these challenges with market research, which is one of the best tools brand teams have at their disposal early on. US resource allocation analysis shows that market research spending dominates early marketing budgets...

Negotiate co-promotion agreements to overcome a lack of European promotional infrastructure, extend commercial reach and increase market penetration in Europe

To expand their reach in Europe and to fully penetrate the market, five of the six European brand developers have either signed co-promotion agreements or plan to do so. These brands, each with its own unique combination of European promotions experience and infrastructure, sought co-promotion partners with the promotional capabilities and European presence that best complements their situations...

Advertising spending consumes 12% less of European marketing budgets than global spending

One core marketing strategy that brand teams approach differently in Europe is advertising. The absence of direct-to-consumer (DTC) advertising in Europe means companies must shift the strategies they use to promote key product platforms in the US and other markets. Instead of relying so heavily on advertising to spread the word of their products' clinical merits, European brand teams instead target influencer and prescriber networks through other channels, including advisory boards, symposia, congresses, thought leader relationships and their sales forces...

Charts and Graphics

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: Mid-Level 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
• Figure 1.6: Global Market Research Spending
• Figure 1.7: Global Market Research Staffing
• Figure 1.8: Global Thought Leader Development Spending
• Figure 1.9: Global Thought Leader Development Staffing
• Figure 1.10: Global Advertising Spending
• Figure 1.11: Global Advertising Staffing

Brand 1

• Table 1.2: Brand 1 Spending
• Figure 1.12: Brand 1: Budget Allocation
• Table 1.3: Brand 1 Staffing
• Figure 1.13: Brand 1: Staffing Allocation
• Figure 1.14: Brand 1: Launch Context

Brand 2

• Table 1.4 Brand 2 Spending Table
• Figure 1.15: Brand 2: Budget Allocation
• Table 1.5: Brand 2 Staffing Table
• Figure 1.16: Brand 2: Staffing Allocation
• Figure 1.17: Brand 2: Launch Context

Brand 3

• Table 1.6: Brand 3 Spending
• Figure 1.18: Brand 3: Budget Allocation
• Table 1.7: Brand 3 Staffing
• Figure 1.19: Brand 3: Staffing Allocation
• Figure 1.20: Brand 3: Launch Context

Brand 4

• Table 1.8: Brand 4 Spending
• Figure 1.21: Brand 4: Budget Allocation
• Table 1.9: Brand 4 Staffing
• Figure 1.22: Brand 4: Staffing Allocation
• Figure 1.23: Brand 4: Launch Context

Brand 5

• Table 1.10: Brand 5 Staffing
• Figure 1.24: Brand 5: Budget Allocation
• Table 1.11: Brand 5 Spending
• Figure 1.25: Brand 5: Staffing Allocation
• Figure 1.26: Brand 5: Launch Context

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
• Figure 2.6: European Market Research Spending
• Figure 2.7: European Market Research Staffing
• Figure 2.8: European Thought Leader Development Spending
• Figure 2.9: European Thought Leader Development Staffing
• Figure 2.10: European Advertising Spending
• Figure 2.11: European Advertising Staffing
• Figure 2.12: Average European Marketing Spending as % of European Peak Annual Sales (by Resource Category)
• Figure 2.13: Average Peak European Marketing Staffing (by Resource Category)
• Figure 2.14: European Marketing Spending (as % of European Peak Annual Sales)
• Figure 2.15: Niche Brands' Peak Total Marketing Staffing
• Figure 2.16: Brand Activities Spending (as % of European Peak Annual Sales)
• Figure 2.17: Peak European Brand Activities Staffing
• Figure 2.18: European Market Research Spending (as % of European Peak Annual Sales)
• Figure 2.19: Peak European Market Research Staffing
• Figure 2.20: European Thought Leader Development Spending (as % of European Peak Annual Sales)
• Figure 2.21: Peak European Thought Leader Development Staffing
• Figure 2.22: European Advertising Spending (as % of European Peak Annual Sales)
• Figure 2.23: Peak European Advertising Staffing

Brand 6

• Table 2.2: Brand 6 Spending
• Figure 2.24: Brand 6: Budget Allocation
• Table 2.3: Brand 6 Staffing
• Figure 2.25: Brand 6: Staffing Allocation
• Figure 2.26: Brand 6: Launch Context

Brand 7

• Table 2.4: Brand 7 Spending
• Figure 2.27: Brand 7: Budget Allocation
• Table 2.5: Brand 7 Staffing
• Figure 2.28: Brand 7: Staffing Allocation
• Figure 2.29: Brand 7: Launch Context

Brand 8

• Table 2.6: Brand 8 Spending Table
• Figure 2.30: Brand 8: Budget Allocation
• Table 2.7: Brand 8 Staffing Table
• Figure 2.31: Brand 8: Staffing Allocation
• Figure 2.32: Brand 8: Launch Context

Brand 9

• Table 2.8: Brand 9 Spending
• Figure 2.33: Brand 9: Budget Allocation
• Table 2.9: Brand 9 Staffing
• Figure 2.34: Brand 9: Staffing Allocation
• Figure 2.35: Brand 9: Launch Context
• Table 2.10: Brand 10 Spending

Brand 10

• Figure 2.36: Brand 10: Budget Allocation
• Figure 2.37: Brand 10: Budget Allocation (Early-Stage)
• Table 2.11: Brand 10 Staffing
• Figure 2.38: Brand 10: Staffing Allocation
• Figure 2.39: Brand 10: Launch Context

Brand 11

• Table 2.12: Brand 11 Staffing
• Figure 2.41: Brand 10: Budget Allocation (Early-Stage)
• Figure 2.40: Brand 11: Budget Allocation
• Table 2.13: Brand 11 Spending
• Figure 2.42: Brand 11: Staffing Allocation
• Figure 2.43: Brand 11: Launch Context

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
• Figure 3.6: US Market Research Spending
• Figure 3.7: US Market Research Staffing Figure
• Figure 3.8: US Thought Leader Development Spending
• Figure 3.9: US Thought Leader Development Staffing
• Figure 3.10: US Advertising Spending
• Figure 3.11: US Advertising Staffing

Brand 12

• Table 3.2: Brand 12 Spending
• Figure 3.12: Brand 12: Budget Allocation
• Table 3.3: Brand 12 Staffing Table
• Figure 3.13: Brand 12: Staffing Allocation
• Figure 3.14: Brand 12: Launch Context
• Figure 3.15: Brand 12 Sales Investment vs. US Average

Brand 13

• Table 3.4: Brand 13 Spending
• Figure 3.16: Brand 13: Budget Allocation
• Figure 3.17: Brand 13: Budget Allocation (Early-Stage)
• Table 3.5: Brand 13 Staffing Table
• Figure 3.18: Brand 13: Staffing Allocation
• Figure 3.19: Brand 13: Launch Context
• Figure 3.20: Brand 13 Sales Investment vs. US Average

Brand 14

• Table 3.6: Brand 14 Spending
• Figure 3.22: Brand 14: Budget Allocation (Early-Stage)
• Figure 3.21: Brand 14: Budget Allocation
• Table 3.7: Brand 14 Staffing Table
• Figure 3.23: Brand 14: Staffing Allocation
• Figure 3.24: Brand 14: Launch Context
• Figure 3.25: Brand 14 Sales Investment vs. US Average

Brand 15

• Table 3.8: Brand 15 Spending
• Figure 3.27: Brand 15: Budget Allocation (Early-Stage)
• Figure 3.26: Brand 15: Budget Allocation
• Table 3.9: Brand 15 Staffing Table
• Figure 3.28: Brand 15: Staffing Allocation
• Figure 3.29: Brand 15: Launch Context
• Figure 3.30: Brand 15 Sales Investment vs. US Average

Brand 16

• Table 3.10: Brand 16 Spending
• Figure 3.32: Brand 16: Budget Allocation (Early-Stage)
• Figure 3.31: Brand 16: Budget Allocation
• Table 3.11: Brand 16 Staffing Table
• Figure 3.33: Brand 16: Staffing Allocation
• Figure 3.34: Brand 16: Launch Context
• Figure 3.35: Brand 16 Sales Investment vs. Niche Average

Brand 17

• Table 3.12: Brand 17 Spending
• Figure 3.36: Brand 17: Budget Allocation
• Table 3.13: Brand 17 Staffing Table
• Figure 3.37: Brand 17: Staffing Allocation
• Figure 3.38: Brand 17: Launch Context
• Figure 3.39: Brand 17 Sales Investment vs. Niche Average