SOURCE: Cutting Edge Information

Cutting Edge Information

September 01, 2015 08:30 ET

More Than 75% of Surveyed Brand Teams Take on Brand Assessment Activities During Phase 3 Development, According to New Study by Cutting Edge Information

RESEARCH TRIANGLE PARK, NC--(Marketwired - September 01, 2015) - Pharmaceutical brand teams must take on a number of activities to prepare products for commercialization. Brand assessment activities-ranging from disease state assessment to forecasting market potential-form the basis of companies' commercialization strategies. While companies can perform these assessments at any time, many firms wait until Phase 3 to begin activities, according to a new report by pharmaceutical intelligence company Cutting Edge Information.

According to, "Pharmaceutical Commercialization Profiles: Driving Brand Success with Better Budgeting and Timing," the majority of surveyed life sciences firms completed brand assessment activities during Phase 3. Individual percentages varied from 75% of surveyed companies completing targeted product profile development to 88% completing commercial risk, disease state, and competitive landscape assessments.

While the majority of companies surveyed complete brand assessment tasks later in the development timeline, some companies begin initial assessments much earlier. "In some cases, brand teams begin assessing their products and the commercial landscape as early as pre-clinical development," said Victoria Cavicchi, research analyst at Cutting Edge Information. "These early assessments are instrumental as teams coordinate necessary support activities and determine best-fit budgets." For example, Phase 2 is a prime time for firms to begin disease state assessments and to develop views of unmet needs, at 75% and 63% of surveyed groups, respectively. Another 38% of companies take on each of these processes during pre-clinical and Phase 1 development.

"Pharmaceutical Commercialization Profiles: Driving Brand Success with Better Budgeting and Timing," available at http://www.cuttingedgeinfo.com/research/marketing/brand-commercialization-launch/, examines specific brand commercial spending throughout key parts of the product lifecycle. Report highlights include:

  • An overview of medical affairs, market access and marketing and commercial expenditures resourcing from pre-clinical development to two years post-product launch
  • Data on staffing brand commercialization committees and timing specific brand activities and assessments
  • Profiles of more than 20 pharmaceutical brands for early brand development, late-stage brand development and post-launch support

For more information about pharmaceutical brand commercialization, please visit http://www.cuttingedgeinfo.com/research/marketing/brand-commercialization-launch/.

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