The perception of new clinical entities. Synergism between clinical research and marketing research in successful drug development

Raf De Wilde and Barbel Matiaske

The most crucial time for close co-operation between clinical research and marketing research is during phase II and early phase III of clinical development.

The Perception of New Clinical Entities. Synergism Between Clinical Research and Marketing Research in Successful Drug Development

Brbel Matiaske (I+G) Germany Raf De Wilde (Janssen Pharmaceutica) Belgium

BACKGROUND AND MAIN OBJECTIVES

The pharmaceutical industry has experienced a global increase in the duration and costs of the clinical development of drugs, which has been aggravated by restrictive pricing policies in almost all countries. This situation and the large gap between the small number of NCEs (New Chemical Entity) which have been introduced in their first market world-wide (for example, in 1995 n = 39, according to SCRIP Review)...

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