Pharmaceutical Marketing Excellence: How to Build a Brand in a Crowded Market

The continued existence of any pharmaceutical company depends on their ability to market successfully new products and turn them into blockbuster successes. As the market is crowded and the market predecessors well established, creating and marketing new products is a challenging but vital practice. This study analyzes marketing tactics and strategies that are necessary to overcoming these predecessors. Executives can use this 100-slide presentation for quick presentations, marketing meetings or to gain a quick glimpse of how companies manage marketing activities and tactics for competitive differentiation.

Industries Profiled:
Pharmaceutical; Health Care; Biotech


Companies Profiled:
AstraZeneca; Sanofi-aventis; Schering-Plough; Merck; Eli Lilly and Company; Pfizer; GlaxoSmithKline; Novartis; Bristol-Myers Squibb; DuPont Pharmaceuticals; Pharmacia (now Pfizer); Janssen; Boehringer-Ingelheim

Study Snapshot

This research was conducted by Best Practices, LLC through a large Research and Consulting project based on surveys and interviews involving six companies in the pharmaceutical or biotech industry.

Key topics include:

• Marketing Spend
• Marketing Team and Staffing Structure
• Marketing Activities and Timelines
• Proven Implementation Tactics and Best Practices
• Key Pharmaceutical Issues & Emerging Trends

Key Findings

Top performing drug companies invest on average $27 million in a primary care product to provide global marketing support from pre-clinical phase through two years post launch.

• Most benchmark partners were working to increase the time that field-based medical specialists work on pre-launch activities.
• Best-in-class market research groups capture and communicate market knowledge systematically at both local and global levels.

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.