Introduction

With fewer truly novel products entering the market, combined with increasing developmental time and spend, and declining ROI, successful launches have never been more important for pharmaceutical companies. Therefore, to ensure a successful launch, manufacturers must employ a multitude of timely strategies to ensure their product enter the market as soon and as smoothly as possible.

Scope

Analysis of brand drug launch strategies in the US and five major European markets Examination of pit falls manufacturers face following approval, which can frequently delay the launch of a product Identification of commercialization strategies employed by manufacturers to increase the market voice of their product prior to and post launch Provides case-studies of both the most successful drug launches as well as launch failures during 200206

Highlights

Although the number of NDAs submitted to the FDA continue to rise year on year, the number of new molecular entities is on the decline, reflecting the increased cost of developing novel products With a decrease in R&D productivity in recent years, in order to maximize the return on investment, drugs launched in the US and 5EU markets between 2002 and 2006, have typically been commercialized by a single pharmaceutical company By 2012, average sales per drug per year are predicted to be lower, and manufacturers will have a greater reliance on launch portfolio compensating for revenues loses of marketed products, due to patent expiries

Reasons to Purchase

Gain insight into launch strategies employed by pharmaceutical manufacturers today Understand successful launch strategies and identify how these can best be implemented Benchmark the success of product launches in order to improve future launch planning and forecasting