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» Products & Services » » Sales and Marketing » Marketing Management » Deploying Marketing Programs » Brand Management

Benchmarks for Excellence in Specialty Pharmaceutical Product Marketing

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ID: 4566

Features:

Metrics, Graphics, Summary Matrix

Pages/Slides: 30

Published: Pre-2019

Delivery Format: Online PDF Document

 

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  • STUDY OVERVIEW
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Based on a survey of 28 pharmaceutical organizations, this 30-slide presentation identifies how specialty pharmaceutical product marketers effectively allocate their program resources among various marketing activities and budget categories. Key topics include: pre-launch and post-launch marketing activities, top three activities, primary target audience, ROI for marketing activities, product marketing budget and budget allocation by activity. Companies can use this information to determine how to allocate resources for specialty product marketing.

The study found that specialty product annual marketing budgets range from $1 million to $100 million, with a benchmark class average of $17 million. The three top-rated marketing activities are detailing, professional relations and scientific publication. Surveyed companies indicated that market research is the most frequent pre-launch activity, while professional relations and promotional literature are tied for the most frequent post-launch activity.

This research project was initiated by a member of the Best Practices, LLC Business Excellence Board service.

Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Biotech; Consumer Products; Medical Device; Manufacturing


Companies Profiled:
Abbott; Stiefel; Allergan; Altus Biologics; Bausch & Lomb; Baxter Healthcare; Berlex Laboratories; Bioglan; Dermik; Eyetech; Galderma; Grunethal; Intermune; IVAX; LEK; McNeill; Medicis; Merck; Millenium; Navigant; Organon; Purdue Frederick; Roche; Sullivan Schein; Valeant

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.

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