Latest news in Clinical trials is that marketing efforts are happening in earlier phases than used to be the norm. In a study from Cutting Edge Information titled "Outcomes-Based Pharmaceutical Pricing: Meeting Stakeholder Needs" they found that 56% of companies surveyed start doing price focused market research prior to the start of product development in Phase III. As Haley Wynn, lead author of the study remarked:
"Market research campaigns that were once a thing of Phase III are now taking place during Phase II, and even earlier in some cases. These companies want to get to know their primary customers as well as possible, as soon as possible, in order to make informed pricing decisions."
As also found in the study, the reason for this shift is because third party payers have "amplified their requests." Has this proven to be true in your organization?
Thursday, September 25, 2008
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