RESEARCH TRIANGLE PARK, NC--(Marketwire - August 29, 2007) - On average, drug companies
dedicate 66% of their early-stage marketing budgets to Phase II, according
to a report, "Early-Stage Pharmaceutical Marketing Budgets: Preparing for
Product Launch" (
http://www.EarlyStageMarketing.com), published by business
intelligence leader Cutting Edge Information.
The marketing investment in Phase II is significant, and averages close to
$1 million per drug. This spending differs significantly from pre-clinical
and Phase I, which receive early-stage marketing investments of only
$192,000 and $266,000, respectively.
According to the study, what sets Phase II apart from these earlier stages
is that for the first time, drug developers are equipped with sufficient
knowledge of a product's overall safety and efficacy to invest heavily in
commercialization. "Phase II marks the first time that drug developers are
confident enough in their products' clinical performance, overall
commercial prospects, and peak sales projections to increase spending
levels from the baseline levels allocated in pre-clinical and Phase I,"
said Elio Evangelista, research team leader at Cutting Edge Information.
Pre-clinical and Phase I trials provide drug developers and brand teams
with vital information needed to jump-start the commercialization process.
Phase I trial results help alert brand teams to a product's potential peak
sales and clinical performance as compared to competitor products. Once
these indicators have been identified, more generous marketing budgets at
the outset of Phase II trials allow brand teams to tackle the hurdles
head-on.
The report, "Early-Stage Pharmaceutical Marketing Budgets"
(
http://www.EarlyStageMarketing.com), covers numerous marketing
sub-categories, including the following:
-- Thought leader programs and activities
-- Medical education
-- Medical information
-- Market research
-- Competitive intelligence
-- Pricing strategy and analysis
-- Pharmacoeconomics
-- Reimbursement
-- Advertising and promotions
To view a free online summary of "Early-Stage Pharmaceutical Marketing
Budgets: Preparing for Product Launch," visit
http://www.cuttingedgeinfo.com/earlystagemarketing/PH95_Download.asp#body
Contact Information: CONTACT:
Elio Evangelista
919-433-0214