Marketing activities conducted by leading pharmaceutical companies during Phase I

Phase I Activities

The scope of activity broadens to include more product-specific tasks such as profile development and competitive differentiation analysis in Phase I.

• Clinical development plan
• Commercial Potential Analysis
• Formulary needs determination
• Health economics strategies
• Market assessment
• Market needs analysis
• Profile development & testing
• Public relations strategy development
• Thought leader development

Activity Frequency at Phase I

More than 60% of benchmark companies focus heavily on the following activities during Phase I: market assessment, need identification and product profile development and testing.

• Market assessment – 90%
• Profile development & testing – 85%
• Clinical development plan – 65%
• Market needs analysis – 65%
• Commercial potential analysis – 50%
• Thought leader development – 25%
• Public relations strategy development – 10%
• Health economics strategies – 10%
• Formulary needs determination – 10%

Top 5 Best Practices in Launching Blockbuster Drugs

1. Developing and Deploying Integrated Marketing Support: Incorporate pre-clinical marketing support to enable effective drug development.
2. Investing for Maximum Impact: Align marketing resources to reflect market readiness, level of competition, and order of entry for a new product.
3. Managing Team Structure, Communication & Transition: Structure committees to have cross-functional representation in order to ensure commercial perspectives.
4. Driving commercially focused drug development: Incorporate input from non-physician influencers to bring commercially focused products to market.
5. Preparing Market for Rapid Product Uptake: For products likely to gain approval, begin key promotion activities in Phase III to hit the ground running after submission and approval.