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Winning Product Launch Strategies: Maximizing sales from new pharmaceutical products
CHAPTER 1: THE IMPORTANCE OF NEW
PRODUCT LAUNCHES
- Summary
- Introduction
- Declining R&D productivity
- Stagnant returns on investment
- Central importance of new
product launches
- Key product launch success
factors
CHAPTER 2: GLOBAL LAUNCH
STRATEGIES
- Summary
- Introduction
- Global launch sequence
- Case study: Zetia (ezetimibe)
- Global brand strategies
- Global marketing strategies
- Reflections and
recommendations
CHAPTER 3: OPTIMAL LAUNCH TIMING
- Summary
- Introduction
- Maximizing patent exclusivity
period
- Managing therapeutic
franchises
- Early product launch
strategies
- Case study: Alimta (pemetrexed)
Reflections and recommendations
CHAPTER 4: WINNING LAUNCH
PARTNERSHIPS
- Summary
- Introduction
- Global licensing strategies
- Product launch partnerships
- Case study: Cymbalta (duloxetine)
- Reflections and
recommendations
CHAPTER 5: EFFECTIVE PROMOTION
AND POSITIONING
- Summary
- Introduction
- Size matters
- DTC driving new market access
- New product positioning
strategies
- Case study: Reyataz (atazanavir)
- Reflections and
recommendations
CHAPTER 6: KEY PRODUCTS, THERAPY
AREAS AND COMPANIES
- Summary
- Key products
- Case study: Neulasta (pegfilgrastim)
- Case study: Avastin (bevacizumab)
- Case study: Cialis (tadalafil)
- Key therapy areas
- Key companies
CHAPTER 7: APPENDIX
LIST OF FIGURES (ABRIDGED)
Figure 1.1: New drug approvals
per US$ billion of R&D in the US and EU, 2001-2005
Figure 1.2: Pharmaceutical sales per dollar of R&D in the US
and EU, 2001-2005
Figure 1.3: Distribution of returns and costs for new drugs,
arranged by sales deciles
Figure 1.4: New approvals as a proportion of pharma sales driving
growth
Figure 1.5: Key success factors for new drug launches
Figure 2.6: Key new drug success factors: global launch
Figure 2.7: New global drug launches by first approval, 2001-2005
Figure 2.8: New global drug launches by launch sequence, 2001-2005
LIST OF TABLES (ABRIDGED)
iTable 2.1: Zetia (ezetimibe)
profile
Table 3.2: Alimta (pemetrexed) profile
Table 4.3: Cymbalta (duloxetine) profile
Table 5.4: Leading US new drug launches by DTC spend, 2001-2005
Table 5.5: Leading new drug launches by launch positioning,
2001-2005
Table 5.6: Reyataz (atazanavir) profile
Table 6.7: Selected leading new drug launches, 2001-2005
Table 6.8: Neulasta (pegfilgrastim) profile
Table 6.9: Avastin (bevacizumab) profile
Table 6.10: Cialis (tadalafil) profile
Table 7.11: US and EU product approvals, 2001 - 2005
Table: 7.12 US and EU product approvals, 2001 – 2005 (continued)
Table: 7.13 US and EU product approvals, 2001 – 2005 (continued
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