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Launch Drugs That Outperform the Competition

CHAPEL HILL, N.C. – January 17, 2008.  As industry projections for 2008 do not show an abundance of new blockbuster brand drugs hitting the market this year, it is even more critical for pharmaceutical companies to have stellar launch plans in place.

Research by biopharmaceutical \benchmarking leader Best Practices, LLC, has found that best-in-class firms focus more marketing resources on the early stages of development in an effort to have a clearer picture of the marketplace.

“Companies need a clear game plan long before they start to put a launch plan into place, said Cameron Tew, senior manager of research and publishing at Best Practices, LLC. “That is why early marketing insights are so critical. These insights allow product teams to achieve faster and higher sales uptake by ensuring that new products get appropriate resources committed at the right time.”

The 169-page report, “Launching Pharmaceutical Megabrands: Best Practices in Marketing Blockbusters,” includes 96 best practices drawn from surveys and interviews with 24 executives at more than 15 leading pharmaceutical and biotechnology companies such as Pfizer, Merck, Sanofi-Aventis, GlaxoSmithKline, Eli Lilly, Amgen, Boehringer-Ingelheim and Novartis. 

For a complimentary download of a study excerpt, visit .

Marketing and branding decision-makers can use the report to gather insights on development topics ranging from marketing investment and expense patterns to thought leader development for high-potential products. In addition, the report includes marketing success stories for 16 of the world’s top selling drugs.

Some of the study findings include:

  • Companies that consistently launch blockbuster drugs foster a culture that actively supports productive medical and marketing collaborations.
  • Top-performing benchmark partners conduct a wide spectrum of market research, from pre-clinical to post-launch.
  • Leading companies spend gradually and selectively on high impact pre-marketing activities to create awareness, demand and preferences for their new products.
To learn more about this study, review a complimentary report summary at .

To drill down on the metrics and best practices presented in this report, contact Cameron Tew at 919-767-9246 or

Best Practices, LLC is a research and consulting firm that conducts work based on the principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies.

For more information, call 919-403-0251 or visit

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