Released on: January 29, 2008, 9:39 pm

Press Release Author: Bharat Book Bureau

Industry: Pharmaceuticals

Press Release Summary: The mid-level brands profiled in this study all fall short of
reaching the $1 billion benchmark set by blockbuster drugs.

Press Release Body: Marketing Mid-Tier Pharmaceutical Brands: Winning Resources for
Near-Blockbusters (PH84) :

The mid-level brands profiled in this study all fall short of reaching the $1
billion benchmark set by blockbuster drugs. However, global brand teams in charge of
these drugs often reach their peak annual sales by investing far less money than
their blockbuster counterparts. In many cases, mid-level, or sub-blockbuster drugs,
are more profitable than blockbusters.

Some mid-level brands face a Catch-22 scenario - they never reach blockbuster
status, therefore they do not receive blockbuster-level commercialization
investments; on the other hand, the fact that they receive lower investments could
be the reason they never reach blockbuster sales.

Companies & Therapeutic Areas Included in Report

Companies

Allergan
AstraZeneca
Bristol-Myers Squibb
Cubist
Human Genome Sciences
Merck KGaA
Millennium Pharmaceuticals

Therapeutic Areas
Antibiotics
Autoimmune Diseases
Cardiovascular
Dermatology
Gastrointestinal
Inflammatory
Nephrology


Table of Contents :

GLOBAL RESOURCE ALLOCATION

Figure 1.1 Mid-Level Brand Expenditures and Sales
Table 1.1: Mid-Level Brand Table
Figure 1.2: Mirroring Niche Allocations Early and Blockbuster Allocations Late
Figure 1.3: Mid-Level Brands' Staffing Mirrors Niche Brands' Staffing Throughout
Early Development

Brand
Table 1.2: Brand 1 Spending
Figure 1.14: Brand 1: Global Spending Allocation

Brand
Table 1.4: Brand 2 Spending
Figure 1.17: Brand 2: Global Spending Allocation

EUROPEAN MARKETING
Figure 2.1: European Marketing Mix
Table 2.1: European Brand Table
Figure 2.2: European Total Spending
Figure 2.3: European Total Staffing
Figure 2.4: European Brand Activities Spending
Figure 2.5: European Brand Activities Staffing

Brand
Table 2.2: Brand 6 Spending
Figure 2.25: Brand 6: Budget Allocation (Early-Stage)

Brand
Table 2.4: Brand 7 Spending
Figure 2.29: Brand 7: Budget Allocation (Early-Stage)

US MARKETING

Table 3.1: US Brand Table
Figure 3.1: US Marketing Mix
Figure 3.2: US Total Spending
Figure 3.3: US Total Staffing
Figure 3.4: US Brand Activities Spending
Figure 3.5: US Brand Activities Staffing

Brand
Table 3.2: Brand 10 Spending
Figure 3.13: Brand 10: Budget Allocation (Early-Stage)
Figure 3.12: Brand 10: Budget Allocation

Brand
Table 3.4: Brand 11 Spending
Figure 3.18: Brand 11: Budget Allocation (Early-Stage)
Figure 3.17: Brand 11: Budget Allocation

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