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AUTHOR(S):

Paul W Tebbey is the head of the Commercial Development Practice at Genactis, Inc.

Jennifer K Bergheiser is a consultant.

Rachel N Mattick is a business analyst.

INTRODUCTION

In today's market, it is increasingly difficult for biopharmaceutical companies to commercialize products that realize a return on investment. This is because of a combination of escalating regulatory hurdles, increasing competitive intensity, diminishing patent-protection, as well as reimbursement and access pressures. Nevertheless, it is ever more important to maximize commercial potential with a view to fueling future innovation. Therefore, we propose that imperative learning can be derived from benchmarking the most successful brands, dependent upon whether 'success' can be measured in a manner that is both relevant and reliable. Accordingly, we propose a model that analyzes tangible and mutually independent components of brand performance. By measuring the distinct aspects of size, speed and sustainability, the Brand Momentum model has the capacity to compare between brands with different in-market time periods. The results of our analysis have confirmed the uniqueness of the pharmaceutical marketplace by highlighting selected characteristics of pharmaceutical products that are not shared across the broader non-pharma marketplace. Moreover, this analysis of the most successful brands has spawned strategic learning and focus for new product development.

ABOUT THE JOURNAL Journal of Medical Marketing ISSN: 1745-7904 The Journal of Medical Marketing is guided by its respected Editor Dr Brian D. Smith and an international Editorial Board of leading academics and senior practitioners from the medical industry. The Journal aims to facilitate excellence in marketing and strategic management in the pharmaceutical, medical device, diagnostic and other markets in which the customer is a clinician or related professional. Every quarter the Journal contains a range of peer-reviewed papers, including both practitioner studies and leading edge academic research, covering the breadth of the industry. The Journal also provides expert analysis of the changes taking place in the global medical market, and reviews the latest market research reports available in all three industry sectors.