Facilitate Brand-Specific Early Commercialization Activities

The window between Phase 3 and six months after drug product launch marks a pivotal time for pharmaceutical and biotechnology companies’ commercial efforts.  As products move through the pipeline, companies shift from market preparatory activities — such as medical and scientific communications — to heavy commercial activities — such as advertising and promotional campaigns.  Drug and device companies are now getting an earlier jump on initial commercialization activities — targeting strategic communications with key audiences, such as healthcare providers, payers and consumers, well before product launch.  Continue reading

If Pricing Goes Wrong, the Whole Launch Goes Wrong

As the year comes to a close, Cutting Edge Information is taking a look at the best and worst brand launches in the US over the past year. The line between a massively successful launch and a potentially disastrous one is razor thin. With that a mind, we’ve put together a few recommendations for brand managers to stay on the right side of that line. Continue reading

Intended Usage Often Guides Brands’ Commercialization Strategies

Today pharmaceutical brand commercialization efforts begin earlier and earlier. Some companies even begin certain activities as early as pre-clinical work in support of particularly promising products. The key time period for pharmaceutical brands’ marketing success begins at Phase 3 and runs through brands’ early launch windows, however. Here companies lay the foundations for marketing strategies and prepare markets for the arrival of their newest innovations. Continue reading

Patient Adherence: Increased Dedication Fuels Bigger Budgets

Saying that patient adherence is straightforward is like saying the only thing required to compete at the Olympics is a plane ticket. It’s simply not true. Fostering long-term patient adherence goes beyond the scope of simply getting patients to take their prescribed medications. Successful patient adherence efforts require the implementation of various channels, from traditional print sources to increasingly popular mobile and digital technologies. It also requires a certain amount of ingenuity and creativity. Having a team run patient adherence as a part of their overall duties simply does not allow companies to do the task justice. Continue reading

Patients Are Non-Adherent for a Multitude of Reasons

By Michelle Vitko,
Senior Research Analyst

In an earlier blog post, I discussed the cost of patient non-adherence — poorer health outcomes for patients and billions of dollars in lost product revenue. Low adherence rates have been a problem for a long time, plaguing not only the industry that develops products but also patients themselves, who do not realize the dangers of partial treatment. As companies seek to realize their products’ full potential usage and revenue, they are increasingly forming dedicated Adherence Teams to better understand why patients are non-compliant.

Reasons for non-adherence vary from simple forgetfulness to more complex social and financial issues. Continue reading

Communicating the Value of Innovation through Health Economics Analysis

By Shaylyn Pike,
Senior Research Analyst

Once upon a time, a brand team’s quest ended at marketing approval; revenues would take care of themselves. Fast forward 20 years, and the industry faces a much more challenging road to brand success. Receiving marketing authorization has become just another stage to complete. The more crucial step now is gaining and keeping the desired level of reimbursement.

A growing reliance on insurance companies and government payers to cover the cost of therapy has led to increased scrutiny of drug and device prices and benefits. With increases in patient populations and disease prevalence, payers no longer turn a blind eye to rising prices necessary to recoup product development costs. To successfully maintain their business model Continue reading

Provider Support Programs Drive Highest ROI with 26% of Pharma Revenue

Benchmarking study results show the budget allocations and ROI for pharmaceutical brands’ marketing programs
Provider support programs – initiatives implemented by drug companies to assist physicians in reimbursement for patient therapies – drive 26 percent of pharmaceutical revenue in the United States, more than any other commercial activity, according to our newest marketing management study. Continue reading

Physician Assistance Now Topping ROI for Pharmaceutical Marketing

New Report Analyzes Return-on-Investment for Various Drug Marketing Activities

‘Provider support’ and other physician assistance strategies show some of the strongest return-on-investment among pharmaceutical marketing activities.  These activities and programs help doctors and other healthcare providers increase patient access to medical treatments. Pharmaceutical brand teams tie an average 18% of their revenue to provider support activities, more than any other marketing or promotional activity, a recent Cutting Edge Information survey found.  Continue reading