Research and Markets: In 2005, Sepracor's New Insomnia Drug Lunesta Accounted for the Greatest Single Drug Investment in DTC Advertising with a Total US Spend of $227.3M

Business Wire, April 27, 2007

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c55281) has announced the addition of "Winning Product Launch Strategies: Maximizing sales from new pharmaceutical products" to their offering

With pharmaceutical R&D continuing to suffer from declining productivity levels and stagnant returns on investment, effective, flexible and commercially successful new product launches have become more important than ever. How pharma companies drive product uptake and the effectiveness of their competitive positioning during the launch phase increasingly define pharmaceutical market success.

Winning Product Launch Strategies is a new report featuring case studies of successful product launches of several key drugs. The results of 163 new product approvals and launches conducted across the US and EU are analyzed to provide up-to-date information on trends in new drug launches along with key factors for successful launches.

Case studies include:

- Eli Lilly: Alimta (pemetrexed)

- Bristol-Myers Squibb: Reyataz (arazanavir)

- Genentech/Roche: Avastin (bevacizumab)

Use this report to gain a comprehensive understanding of current and future product launch strategies discover key differences between US and EU approaches and identify current best practices for successful product launch.

Key findings of the report...

- In 2005, Sepracor's new insomnia drug Lunesta (eszopiclone) accounted for the greatest single drug investment in DTC advertising, with a total US spend of $227.3m.

- The average post-launch US patent exclusivity period for new products has fallen from 12 years in 2001 to just 8 years in 2005.

- During, 2001 to 2005, around one third of all new drugs approved in the US were subsequently marketed through a co-promotional agreement.

- In the US new product launches between 2001 and 2005 were dominated by antineoplastic and immunomodulating agents, nervous system drugs and anti-infectives for systemic use.

- Between 2001 and 2005, the leading new drug launch by first year sales was Amgen's Neulasta (pegfilgrastim) with US$722 million, followed by Genentech/ Roche's Avastin (bevacizumab) with US$559 million and Lilly ICOS' Cialis (tadalafil) with US$552 million.

Key questions answered in this report

- Which companies have had successful new product launches over the past 5 years?

- What are the trends in DTC advertising spend for new product launches?

- What are the key therapy areas driving new product launch growth?

- When should a new product be launched to maximise marketing life cycles?

- How can contract sales organizations be most effectively used in new product launch strategy?

- What are the future trends and opportunities in product launch strategies?

- Top five reasons to order your copy today

- Gain access to in-depth case studies of key launch strategies, enabling you to learn valuable lessons from industry leaders and implement these into your current processes.

- Analyze optimal launch timing and identify best practice examples for maximizing your patent exclusivity period and successful early product launch strategies.

- Evaluate winning launch partnerships, analyze global licensing trends and implement strategies for future success.

- Identify key products, therapy areas and companies currently driving new product launch growth, including detailed analysis of 163 new product launches in the US and Europe for leading drugs.

- Identify key differences between US and EU approaches and implement current best practices for a successful product launch.

Areas covered:

- The importance of new product launches

- Global launch strategies

- Optimal launch timing

- Winning launch partnerships

- Effective promotion and positioning

- Key products, therapy areas and companies

For more information visit http://www.researchandmarkets.com/reports/c55281

Source: Business Insights