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For instance, while many companies limit marketing spending in earlystages to 10 percent of total pre-launch spending, organizations withconsistently high product performance reported early stage spending levels ashigh as 27 percent, according to the study.
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"Early marketing insights pay off at launch," said Cameron Tew, seniormanager of research and publishing at Best Practices, LLC. "Companies thathave achieved faster and higher sales uptake with new products are committingsufficient marketing resources as early as the pre-clinical phase."
The 169-page report, "Launching Pharmaceutical Megabrands: Best Practicesin Marketing Blockbusters," includes 96 best practices drawn from surveys andinterviews with 24 executives at more than 15 leading pharmaceutical andbiotechnology companies such as Pfizer, Merck, Sanofi-Aventis,GlaxoSmithKline, Eli Lilly, Amgen, Boehringer-Ingelheim and Novartis.
For a complimentary download of a study excerpt, visithttp://www3.best-in-class.com/rr900.htm .
Marketing and branding decision-makers can use the report to gatherinsights on development topics ranging from marketing investment and expensepatterns to thought leader development for high-potential products. Inaddition, the report includes marketing success stories for 16 of the world'stop selling drugs.
To learn more about this study, review a complimentary report summary athttp://www3.best-in-class.com/rr900.htm .
To drill down on the metrics and best practices presented in this report,contact Cameron Tew at 919-767-9246 or [email protected] .
ABOUT BEST PRACTICES, LLC
Best Practices, LLC is a research and consulting firm that conducts workbased on the principle that organizations can chart a course to superioreconomic performance by studying the best business practices, operatingtactics and winning strategies of world-class companies. For more information,call (919) 403-0251 or visit www.best-in-class.com .Some of the study findings include: -- Companies that consistently launch blockbuster drugs foster a culture that actively supports productive medical and marketing collaborations. -- Top-performing benchmark partners conduct a wide spectrum of market research, from pre-clinical to post-launch. -- Leading companies spend gradually and selectively on high impact pre marketing activities to create awareness, demand and preferences for their new products.
SOURCE Best Practices, LLC
