PharmacoEconomics & Outcomes News 472 - 26 Feb 2005 Marketing outlay for niche drugs around $US39 million Pharmaceutical companies spend an average of $US39 million on marketing for niche drugs between Phase III and the first year on the market, according to a new report from Cutting Edge Information. The report, entitled ‘Pharmaceutical Product Commercialization: Phase III to Post-Launch Resource Allocation’ analyses spending and staffing on marketing for 16 brandname drugs, including six blockbusters, five mid-level drugs and five niche drugs, which target small patient populations with relatively uncommon conditions. In contrast with the marketing outlay for niche drugs, pharma companies often spend hundreds of millions of dollars on blockbuster drugs, which are able to provide sales in excess of $US1 billion per year post-launch. However, although product sales for niche drugs typically peak at < $US500 million per year, such a drug could still be "the jewel in a mid-sized company’s portfolio", says senior analyst at Cutting Edge Eric Bolesh. Cutting Edge Information. Niche Drugs Spend $39 Million to Launch. Media Release : 15 Feb 2005. Available from: URL: http:// www.cuttingedgeinfo.com 809045281 1 PharmacoEconomics & Outcomes News 26 Feb 2005 No. 472 1173-5503/10/0472-0001/$14.95 Adis © 2010 Springer International Publishing AG. All rights reserved

Marketing outlay for niche drugs around $US39 million

Download PDF Report

Upload
trinhduong
View
212
Download
0

Embed Size (px)

Citation preview

PharmacoEconomics & Outcomes News 472 - 26 Feb 2005

Marketing outlay for niche drugsaround $US39 million

Pharmaceutical companies spend an average of$US39 million on marketing for niche drugs betweenPhase III and the first year on the market, according to anew report from Cutting Edge Information.

The report, entitled ‘Pharmaceutical ProductCommercialization: Phase III to Post-Launch ResourceAllocation’ analyses spending and staffing on marketingfor 16 brandname drugs, including six blockbusters, fivemid-level drugs and five niche drugs, which target smallpatient populations with relatively uncommonconditions. In contrast with the marketing outlay forniche drugs, pharma companies often spend hundredsof millions of dollars on blockbuster drugs, which areable to provide sales in excess of $US1 billion per yearpost-launch. However, although product sales for nichedrugs typically peak at < $US500 million per year, sucha drug could still be "the jewel in a mid-sized company’sportfolio", says senior analyst at Cutting Edge EricBolesh.Cutting Edge Information. Niche Drugs Spend $39 Million to Launch. MediaRelease : 15 Feb 2005. Available from: URL: http://www.cuttingedgeinfo.com 809045281