Re: Oncology Brands Spend $76.8 Million to Launch

[Guest guest]

Priscilla, I so much agree with you!!!! Ingrid

>

> Just imagine what 76.8 million per drug launched would mean if it

were spent

> on

>

> - lowering the price of the drugs

> - providing more free treatment

> - insuring that groups like CCNetwork were around and well funded

with a

> fund to help patients with other costs

> not covered by insurance

>

> Drug development is very expensive. But lets get the artificial

costs out

> of it.

> If you're not on the ProjectMARCH listserv I hope you'll join.

>

> Priscilla A. Savary

> Executive Director

> Colorectal Cancer Network

> PO Box 182, Kensington MD 20895

>

> psavary@c...

> www.colorectal-cancer.net

> _________

> Screening for All. Colon Cancer for None.

> ProjectMARCH -- rarely in life do you get a chance to make major

change or

> save thousands of lives. March 6, 2006 you can.

> http://www.colorectal-cancer.net/projectmarch.htm

>

> >

> >

> > Oncology Brands Spend $76.8 Million to Launch

> >

> > RESEARCH TRIANGLE PARK, N.C., Nov. 11 /PRNewswire/ -- Oncology

brands

> > spend an average of $76.8 million on marketing as they move

through the

> > development process toward launch, according to " Oncology Brand

> > Commercialization, " a report by Cutting Edge Information

> > (http://www.pharmaoncologymarketing.com/).

> >

> > Though the first year on the market dominates commercial

spending,

> > marketing dollars appear during each phase of drug development:

> >

> > - In the Pre-Clinical period and Phase I of clinical

development,

> > average

> > marketing spending is about $2.2 million. The largest

relative

> > resource jump occurs between these two stages, as the average

budget

> > leaps 500% from $0.3 million in pre-clinical development to

> > $1.9 million in Phase I.

> >

> > - In the time between the average brand's submission for

regulatory

> > approval and its actual launch, 32% of the marketing budget

is spent.

> > Market research spending is highest during this period, as

companies

> > strive to understand their markets as clearly as possible.

Brands

> > also

> > usually see an increase in staffing, which rises from 4.9

dedicated

> > FTEs in Phase III to 6.1 FTEs at Launch.

> >

> > This stage also includes intense thought leader development,

which

> > peaks during this period with an average expenditure of $3.7

million.

> >

> > - In the 12-18 months that follow launch, the average brand

spends 42%

> > of

> > its budget. Companies shell out more dollars for advertising

during

> > this period as they try to reach oncologists and other medical

> > professionals through different media channels. All told,

advertising

> > claims $13.5 million of the first-year budget for the average

oncology

> > drug.

> >

> >

> >

> > " Unlike mass-market products for conditions such as high

cholesterol or

> > arthritis, cancer drugs require careful marketing that educates

> > specialists, " says Bolesh, project team leader at Cutting

Edge.

> > " Once drugs reach Phase III, companies loosen the purse strings

and kick

> > off significant marketing campaigns. Then they nearly double

that

> > spending when regulatory agencies approve products for launch. "

> >

> > " Oncology Brand Commercialization: Resource Allocation, "

available at

> > http://www.pharmaoncologymarketing.com/, examines oncology

> > commercialization spending and staffing using 28 different

commercial

> > variables, such as drug class, market entrance, peak sales

projections and

> > approved indications.

> >

> > To download a free summary of this 287-page report, please visit

> > http://www.pharmaoncologymarketing.com/. For more information on

this

> > report or to learn about other Cutting Edge Information research,

contact

> > Bolesh at eric_bolesh@c... or +1 .

> >

> >

> > Source: Cutting Edge Information

> >

> > CONTACT: Bolesh of Cutting Edge Information, +1-919-403-

6583, or

> > eric_bolesh@c...

> >

> > Web site: http://www.cuttingedgeinfo.com/

> > http://www.pharmaoncologymarketing.com/

>