73% of Pharmaceutical Companies Begin Medical Publications Activities by Phase II, According to Cutting Edge Information
RESEARCH TRIANGLE PARK, NC--(Marketwire - July 16, 2008) - Planning ahead is crucial in any
business function, especially marketing-related functions. According to a
new study released by Cutting Edge Information
(http://www.PharmaPublicationStrategy.com), 73% of pharmaceutical companies
have brand publication plans in place by the end of Phase II development.
Those that wait until Phase III or even launch cause their brands to begin
their life on the market with a severe handicap.
Beginning medical publications planning early allows pharmaceutical
companies to adjust their publication strategies when trial results point
the drug in a new direction or the overall market shifts. Proactive
companies begin their planning while the brand is still in pre-Clinical
development. That way, by the time the public hears of the compound, the
company is already molding its marketing message. As it stands, there are
too few companies utilizing this strategy. Most companies wait until Phase
II when the brand is already known in the industry.
The least forward-looking companies wait until Phase III or even launch to
craft their publications, losing up to a decade of planning and marketing
time. By this point, the company has lost its opportunity to shape the
market's thinking about the brand. According to Elio Evangelista, research
team leader at Cutting Edge Information, "Companies that wait until Phase
III or Launch to start their publications efforts inevitably set their
medical publications strategies up for failure. Companies that see the
risk in arriving at negative trial results are acting shortsightedly. The
sooner they publish positive results, the more success their brands will
A brand that already has literature disseminated has a much easier time
weathering negative results because the market already wants the brand to
succeed and is therefore more willing to give it a second chance.
"Pharmaceutical Medical Publications: Market Preparation & Strategic
Support" (http://www.PharmaPublicationStrategy.com), was designed to
explore pharmaceutical companies' medical publications structures,
strategies and processes. Through this report, readers will be exposed to
some of the industry's best medical publication practices and will be
better positioned to streamline their own strategies and processes by
benchmarking their efforts against those of top-leading companies.
Download a free summary of "Pharmaceutical Medical Publications: Market
Preparation & Strategic Support" at