Pharmaceutical; Health Care; Biotech
AstraZeneca; Sanofi-aventis; Merck; Eli Lilly; Pfizer; GlaxoSmithKline; Novartis; Bristol-Myers Squibb; DuPont Pharmaceuticals (now BMS); Pharmacia (now Pfizer); Schering-Plough; Janssen; Boehringer-Ingelheim
Best Practices, LLC performed an industry-wide benchmark study on multi-phased marketing support for high performing, late-to-market products that succeeded in marketplaces where they were not first movers. The project findings will enable companies to move knowledgeably toward key marketing activities that allow late-to-market products to overtake their predecessors.
The benchmark metrics in this slide-format report are drawn from in-depth interviews (1-2 hours per interview) with executives at 14 pharmaceutical companies. Overall, the slides contain analyses of 16 pharmaceutical blockbusters.
Additionally, pharmaceutical marketing support information was gathered from various other sources, including Best Practices, LLC’s own proprietary databases, other public and private databases, literature reviews, and on-line data research.
Companies Interviewed/ Surveyed
Product Launches Analyzed
- Eli Lilly
- Bristol-Myers Squibb
- Dupont Pharma