SOURCE: Cutting Edge Information

August 22, 2007 08:25 ET

Anticipated Peak Sales Not Predictive of Early-Phase Marketing Spending

RESEARCH TRIANGLE PARK, NC--(Marketwire - August 22, 2007) - Budgets vary widely for pharmaceutical marketing in the early phases of research regardless of anticipated sales, according to a report, "Early-Stage Pharmaceutical Marketing Budgets: Preparing for Product Launch" (http://www.EarlyStageMarketing.com), published by business intelligence firm Cutting Edge Information.

Marketing budgets for blockbuster pharmaceuticals prior to Phase III range from just over $400,000 to nearly $3 million dollars, with the bulk of spending allocated to thought leader and market research activities. Even niche market drugs, however, have budgets as high as $1.9 million for marketing over the same period of time.

The report details the marketing budgets of 14 different brands from Pre-Clinical to Phase II, including a breakdown into specific departmental activities, the duration of each phase of research, and the anticipated therapeutic area of each featured brand. While the brands are not named for blinding purposes, the list of companies surveyed includes small and large pharmaceutical companies each working in a varying number of therapeutic areas.

"While the anticipated peak sales don't necessarily determine the marketing budgets, a number of other factors play into a company's decision to keep its purse strings tighter or looser," said Elio Evangelista, a project team leader at Cutting Edge Information. "The size of the company developing the drug and the perceived odds that a compound will make it through the approval process are two of the major factors that will influence marketing budgets."

The report, "Early-Stage Pharmaceutical Marketing Budgets" (http://www.EarlyStageMarketing.com), covers numerous marketing sub-categories, including the following:

--  Thought leader programs and activities
--  Medical education
--  Medical information
--  Market research
--  Competitive intelligence
--  Pricing strategy and analysis
--  Pharmacoeconomics
--  Reimbursement
--  Advertising and promotions
    

To view a summary of "Early-Stage Pharmaceutical Marketing Budgets: Preparing for Product Launch," visit http://www.EarlyStageMarketing.com.

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