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|  |  Seizing the US Pharma Market: A Brand's Battle to the TopPress Release November 10, 2005 RESEARCH TRIANGLE PARK, N.C., November 10, 2005 /PRNewswire/ -- Not every brand is lucky enough to reach blockbuster sales levels of over $1 billion, however, that is exactly what Brand 1 is projected to d o. To achieve blockbuster revenues the developer has had to overcome unique brand challenges as well as maximize the brand's potential by highlighting its positive assets. Brand 1's fingerprint is characterized by a stellar clinical profile, which has generated quite the buzz amongst the medical community. As a second-line therapy entering a market that continues to grow in size and need, Brand 1 has been able to secure market authority from a handful of established brands by flaunting the drug's above-average efficacy. However, not everything is perfect for Brand 1. The drug is developed by a pharmaceutical company that can only afford to provide the drug with a limited marketing budget. From Pre-Clinical to Brand 1's first 12-18 months on the market the drug only enjoyed a marketing budget of $10.3 million -- this budget pales in comparison to the study's average blockbuster spend of $116.4 million. Fortunately for Brand 1, the drug does not rely on promotional power to drive sales. Its outstanding clinical profile overshadowed marketing shortcomings and helped the drug secure market share. Every drug has its own unique fingerprint with varying brand challenges and advantages all of which influence the way companies market their products. "US Pharmaceutical Launches: Marketing Spend and Structure," available at http://www.cuttingedgeinfo.com/reports/PH72_index.htm#body, explores 18 different brands ranging from niche products to blockbuster mega-brands. The brand profiles are complete with US marketing resources as well as overview of the drug's unique marketing circumstances. To understand resource patterns and market forces that affect various drugs, Cutting Edge Information studied brands from companies of different sizes and backgrounds, including Eli Lilly, Johnson & Johnson, Genzyme and Millenium. "This study not only explores the spending and staffing data for these 18 brands, but also analyzes the reasons for and results of these resources," notes lead author Eric Bolesh. To view a summary of this report, visit http://www.cuttingedgeinfo.com/reports/PH72_index.htm#body. For more information on this report or to learn about other Cutting Edge Information research, contact Eric Bolesh at or +1-919-433-0209. Eric_Bolesh@cuttingedgeinfo.com CONTACT: Eric Bolesh of Cutting Edge Information, +1-919-433-0209, or Eric_Bolesh@cuttingedgeinfo.com Web site: http://www.cuttingedgeinfo.com/reports/PH72_index.htm#body/http://www.cuttingedgeinfo.com/
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