SOURCE: Cutting Edge Information

August 29, 2007 06:26 ET

Drug Marketing Ramps Up in Phase II of Clinical Trials

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

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