Success Measured by Brand Team Abilities

RESEARCH TRIANGLE PARK, N.C., Feb. 16 /PRNewswire/ -- A brand's success is most influenced by its team's ability to recognize and address challenges, notes a study by pharmaceutical intelligence firm Cutting Edge Information.

Marketing organizations with ample resources and high levels of experience are best able to position products for high sales. But most important - for brands of all sizes -- is an organization's ability to specifically target those resources to meet key commercial challenges.

"If a company doesn't use their time, money and manpower to tackle major commercial obstacles then the product will flop regardless of how much time, money and manpower is used," said Eric Bolesh, research team leader at Cutting Edge Information. "The successful brands are backed by teams that are knowledgeable about the industry and what potential problems may arise. These teams use what resources they have to make a favorable climate for their drug."

Cutting Edge Information found that when companies faced major obstacles a number of different steps were taken to produce positive results. One company, for example, targeted a highly unmet need in a relatively large patient population. To combat critics who complained about the efficacy of the brand over other existing products, the brand team increased market spending to create advertising that responded to the medical community's criticisms.

"Pharmaceutical Product Commercialization: Phase III to Post-Launch Resource Allocation," available at http://www.PharmaLaunch.com, includes 16 in-depth brand profiles and case studies -- six blockbusters, five mid-level and five niche brands -- that illustrate brand teams' spending habits during development and through post-launch product management. Cutting Edge Information examined companies, such as Novartis, Sanofi-Aventis, AstraZeneca, Eli Lilly and Wyeth, among others, to understand spending decisions and the market forces that affect them.

To view a summary of this report, visit http://www.PharmaLaunch.com. For more information on this report or to learn about other research being conducted by Cutting Edge Information, contact Eric Bolesh at Eric_Bolesh@cuttingedgeinfo.com or 919-433-0209. SOURCE Cutting Edge