Market Report Source

Overview

With pharmaceutical R&D continuing to suffer from declining productivity levels and stagnant returns on investment, effective, flexible and commercially successful new product launches have become more important than ever. How pharma companies drive product uptake and the effectiveness of their competitive positioning during the launch phase increasingly define pharmaceutical market success.

Winning Product Launch Strategies is a new report featuring case studies of successful product launches of several key drugs. The results of 163 new product approvals and launches conducted across the US and EU are analyzed to provide up-to-date information on trends in new drug launches along with key factors for successful launches.

Case studies include:

• Eli Lilly: Alimta (pemetrexed)
• Bristol-Myers Squibb: Reyataz (arazanavir)
• Genentech/Roche: Avastin (bevacizumab)

Use this report to gain a comprehensive understanding of current and future product launch strategies, discover key differences between US and EU approaches and identify current best practices for successful product launch.

Key findings of the report…

• In 2005, Sepracor’s new insomnia drug Lunesta (eszopiclone) accounted for the greatest single drug investment in DTC advertising, with a total US spend of $227.3m.
• The average post-launch US patent exclusivity period for new products has fallen from 12 years in 2001 to just 8 years in 2005.
• During, 2001 to 2005, around one third of all new drugs approved in the US were subsequently marketed through a co-promotional agreement.
• In the US new product launches between 2001 and 2005 were dominated by antineoplastic and immunomodulating agents, nervous system drugs and anti-infectives for systemic use.
• Between 2001 and 2005, the leading new drug launch by first year sales was Amgen’s Neulasta (pegfilgrastim) with US$722 million, followed by Genentech/ Roche’s Avastin (bevacizumab) with US$559 million and Lilly ICOS’ Cialis (tadalafil) with US$552 million.

Key questions answered in this report

• Which companies have had successful new product launches over the past 5 years?
• What are the trends in DTC advertising spend for new product launches?
• What are the key therapy areas driving new product launch growth?
• When should a new product be launched to maximise marketing life cycles?
• How can contract sales organizations be most effectively used in new product launch strategy?
• What are the future trends and opportunities in product launch strategies?

Top five reasons to order your copy today

• Gain access to in-depth case studies of key launch strategies, enabling you to learn valuable lessons from industry leaders and implement these into your current processes.
• Analyze optimal launch timing and identify best practice examples for maximizing your patent exclusivity period and successful early product launch strategies.
• Evaluate winning launch partnerships, analyze global licensing trends and implement strategies for future success.
• Identify key products, therapy areas and companies currently driving new product launch growth, including detailed analysis of 163 new product launches in the US and Europe for leading drugs.
• Identify key differences between US and EU approaches and implement current best practices for a successful product launch.

Table of Contents

Executive Summary

The importance of new product launches

Global launch strategies

Optimal launch timing

Winning launch partnerships

Effective promotion and positioning

Key products, therapy areas and companies

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

Product approval database

Index

List of Figures

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

Figure 2.9: Zetia (ezetimibe) sales, 2003-2006

Figure 2.10: New global drug launches by brand strategy, 2001-2005

Figure 2.11: Global product development versus global marketing, new drugs 2001-2005

Figure 2.12: New global drug launches by marketing strategy, 2001-2005

Figure 3.13: Key new drug success factors: launch timing

Figure 3.14: Average post-launch US patent exclusivity period, 2001-2005

Figure 3.15: Distribution of post-launch US patent exclusivity periods, 2001-2005

Figure 3.16: Follow-on franchise product examples

Figure 3.17: US new drug approvals by review process, 2001-2005

Figure 3.18: US new drug approvals by orphan drug status, 2001-2005

Figure 3.19: US new drug approvals by market exclusivity period, 2001-2005

Figure 3.20: Alimta (pemetrexed) sales, 2004-2006

Figure 4.21: Key new drug success factors: partnering strategy

Figure 4.22: Global new drug approvals by licensing status, 2001-2005

Figure 4.23: US new drug approvals by US licensing status, 2001-2005

Figure 4.24: Cymbalta (duloxetine) sales, 2004-2006

Figure 5.25: Key new drug success factors: promotion and positioning

Figure 5.26: New approvals appear to be dominated by companies generating the greatest pharma

sales and sales growth

Figure 5.27: US new drug approvals by designated marketing company, 2001-2005

Figure 5.28: EU new drug approvals by designated marketing company, 2001-2005

Figure 5.29: Impact of DTC during new product launch: Crestor and Cialis

Figure 5.30: Reyataz (atazanavir) sales, 2003-2006

Figure 6.31: US new drug approvals by technology, 2001-2005

Figure 6.32: EU new drug approvals by technology, 2001-2005

Figure 6.33: Neulasta (pegfilgrastim) sales, 2002-2006

Figure 6.34: Avastin (bevacizumab) sales, 2004-2006

Figure 6.35: Cialis (tadalafil) sales, 2004-2006

Figure 6.36: US and EU new drug approvals by therapy area, 2001-2005

Figure 6.37: US and EU new drug approvals by ATC3 code, 2001-2005

Figure 6.38: US and EU new drug approvals by company, 2001-2005

List of Tables

Table 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 to 2005

Table: 7.12 US and EU product approvals, 2001 to 2005 (continued)

Table: 7.13 US and EU product approvals, 2001 to 2005 (continued)

Table: 7.14 US and EU product approvals, 2001 to 2005 (continued)

Table: 7.15 US and EU product approvals, 2001 to 2005 (continued)

Table: 7.16 US and EU product approvals, 2001 to 2005 (continued)