Successful Pharmaceutical Commercialization Efforts Center on a Compound’s Unique Features

Top-performing companies center brand launches on a compound’s strongest asset to create the core marketing strategy, find Cutting Edge Information

RESEARCH TRIANGLE PARK, N.C.--(BUSINESS WIRE)--To gain a foothold in today’s pharmaceutical market, brands must lay the foundations for marketing strategies early in a compound’s lifecycle. As brand teams work on marketing strategies during Phase 3, they become aware of the brand’s targeted audience, intended usage and unique assets. Successful pharmaceutical brand strategies highlight the drug’s strongest features during its launch.

“Launching Pharmaceutical Brands: Formulas for Commercialization Success”

“Launching Pharmaceutical Brands: Formulas for Commercialization Success,” a recent study from Cutting Edge Information, found that when developing core marketing strategies for product launches, successful brand teams remained loyal to their drugs’ strongest assets. Companies found the most success after launch when focusing brand messages on the drugs’ unique selling points.

For example, one brand examined in the study is a small molecule treatment launching into a space dominated by biologics. The product’s developer plans to use the brand’s unique profile in this area as an advantage. It will place particular emphasis on highlighting small molecule treatments’ cost advantages over biologics.

“The competition among drug launches is pretty fierce right now,” said David Richardson, senior research analyst at Cutting Edge Information. “Drug companies have to craft launch campaigns around their products’ most attractive benefits. That applies to market access as well.”

“Launching Pharmaceutical Brands: Formulas for Commercialization Success” (http://www.cuttingedgeinfo.com/research/marketing/pharmaceutical-brand-launch/) explores the commercial strategies and market resource allocations across critical periods of commercialization for real products launching in the US, Europe, and Canada, as well as emerging markets, such as China. Use this report to:

• Benchmark comparable brands’ marketing resource allocation from Phase 3a to six months post-launch
• Know when and how much to invest in commercialization areas including advertising and promotion, market access, decision support and medical affairs
• Use benchmarking data to identify investment levels and patterns among comparable brands

For the latest research on global pharmaceutical marketing and brand launch strategy, contact Cassie Demeter at [phone].