The average investment for a first indication launch was $13 million, with an average maximum spend of $20 million across the 12 pharma companies surveyed, which included Pfizer, Amgen, Bayer, Novartis and Eli Lilly.
http://www.fiercepharma.com/marketing/pharma-shells-out-big-bucks-to-bring-cancer-drugs-to-market-but-cost-efficiencies
