Pharmaceutical Blockbusters: Driving Commercially Focused Drug Development

CHAPEL HILL, N.C., Nov. 21 /PRNewswire/ -- Pharmaceutical and biotech
companies gain a significant competitive advantage by instilling a
commercial focus into the clinical development process. In fact,
companies that consistently launch blockbusters go beyond basic market
sizing and potential to conduct more in-depth market research as early
as the pre-clinical stage. To this end, savvy companies often employ
innovative and timely practices. For example, a leading company
analyzes the progression of lead and secondary molecules to uncover
hidden potential and maximize market acceptance, according to research
by pharmaceutical benchmarking firm Best Practices, LLC.

Our benchmarking report "Launching Pharmaceutical Megabrands: Best
Practices in Marketing Blockbusters" -- available online with a
complimentary summary at http://www3.best-in-class.com/rr631.htm --
identifies winning strategies and practices that help drive
commercially focused drug development.

The leading practices, managerial insights and benchmark metrics in
this report are drawn from secondary sources as well as surveys and
interviews with executives at 13 leading pharmaceutical and
biotechnology companies. This report also includes highlights from
marketing success stories behind 16 of the world's top selling drugs.

For example, the following findings emerged from this research:

- One of marketing's earliest contributions to the development process

can be in the creation of an "ideal profile" for the compound. At one

company, the ideal profile serves as a blueprint toward which

scientists and clinicians direct their efforts. The ideal profile

includes elements such as profitability of the therapeutic area or

specific indication and current drugs' strengths and weaknesses. By

providing this ideal product profile, scientists can take a more

targeted approach in their discovery and development process.

- One potential difficulty in developing commercially focused products is

aligning the goals of marketing and medical personnel. One benchmark

partner addresses this issue by employing a commercially focused

approach to measuring the performance of its medical team. This

benchmark partner seeks to file INDs only for products that have an

adequate commercial perspective.

- By building strong ongoing relationships with thought leaders in its

core therapeutic areas, one benchmark partner hopes to keep a close

watch on what new competitive and research trends are emerging. In

addition to scientific and medical trends, the company is better able

to predict macro-changes in the marketplace by maintaining discussion

with opinion leaders, whether they are research physicians, patient-

focused physicians, payer representatives or advocacy groups.

Download a complimentary summary at
http://www3.best-in-class.com/rr631.htm and save 10% on this or other
benchmarking reports through December 31, 2005. Simply enter promotion
code 05Q4-10 during checkout to receive your discount or contact Susan
Silverstein at (919) 767-9251 or ssilverstein@best-in-class.com.

ABOUT BEST PRACTICES, LLC

Specializing in leading-edge benchmarking research, Best Practices,
LLC probes critical issues that drive organizational impact, influence
and efficiency. From facilitating peer-to-peer networking and
conducting customized benchmarking research to providing on-demand
best practices, Best Practices, LLC offers solutions for all your
benchmarking needs. Read more below about our complete suite of
service offerings. Visit our website at http://www3.best-in-class.com.
SOURCE Best Practices, LLC

-0- 11/21/2005

/CONTACT: Media, Anna Buhr of Best Practices, LLC, +1-919-767-9175, or
abuhr@best-in-class.com/