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

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PharmacoEconomics & Outcomes News 26 Feb 2005 No. 4721173-5503/10/0472-0001/$14.95 Adis © 2010 Springer International Publishing AG. All rights reserved