Oncology Global Strategic Marketing: Benchmarking Budget Levels

STUDY OVERVIEW

Charged with overseeing global marketing and early product commercialization activities, Global Strategic Marketing (GSM) organizations in oncology face crowded markets that require high performance to be successful. The regulatory environment, regional differences and the competitive nature of the oncology marketplace make it necessary for GSM organizations to continually assess their budgets and investment strategies. This study presents spending benchmarks around key GSM activities within marketing, market intelligence and advocacy. In addition, the study presents a percentage breakdown of oncology GSM spending by phase of clinical development. Global Strategic Marketing Executives can use this study to compare their Oncology-GSM budget levels and investment allocation with industry trends.

Note: Data are presented in two segments: Large pharma companies and emerging companies.

KEY TOPICS

• Total Oncology-GSM Investment
• Investment Breakout for Activities within Marketing, Market Intelligence &
  Advocacy Budgets
• Investment Allocation by Product Development Phase
• Investment Normalized by Number of Programs, Products & Labels
• Investment Normalized by Oncology Sales Revenue
• Oncology-GSM Investment Trends, Next Two Years

• Percentage of total Oncology-GSM investment allocated to key activities during the last fiscal year.
• Aggregate investment level dedicated to all Oncology-GSM functions and activities during last year.
• Percentage of GSM Marketing Activities budget allocated to sub-categories (speaker training, publications, etc.) last fiscal year.
• Percentage of GSM Market Intelligence budget allocated to sub-categories (pricing, forecasting, etc.) last year.
• Percentage of Oncology GSM budget allocated for each development phase during last fiscal year.
• Looking forward into the next 12-24 months, what do you anticipate to be the direction of Oncology GSM investment for your pipeline products?

• Funding Sources & Staff Outside GSM Support Some GSM Activities: Companies in the
  study differ on whether they fund all Oncology-Global Strategic Marketing activities out of a single organizational budget. For some, additional funding sources for these activities may include Medical Affairs, Brand Teams, Market Research, Country Affiliates or other functions. Also some of the FTEs included in their headcounts are actually “dotted line” reports who are paid by other groups.
• “Core” Oncology-GSM Functions: The GSM functions most commonly funded from Oncology-GSM budgets are Senior Management, Commercial Roles (e.g., regional heads, global operations), Strategy Planning & Budgeting, Marketing & Global Brand Managers, and KOL/Thought Leader Management. Activities most likely to be funded outside GSM, including Public Relations, Communications, Market Research, Forecasting, Competitive/Business Intelligence,  Health Economics, Pricing, and Market Access.

The research employed a data gathering approach that gleaned quantitative data from a representative sample of 17 leading pharmaceutical companies with Oncology programs and portfolios.

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