Marketing meets R&D

- Last updated on GMT

Related tags: Pharmacology

A new report looks at how early-stage pharmaceutical marketing can
reduce the attrition in drug development by uniting R&D and
commercial teams.

New drug approvals have fallen from 53 new molecular entities (NMEs) approved in 1996 to just 26 last year. Simultaneously, R&D spending has almost doubled from $17 billion in 1996 to $32 billion worldwide last year, according to a study from Cutting Edge Information.

A select few industry leaders are introducing measures to reverse the trend, the report notes, adding that a vital first step is to unite R&D and commercial teams toward common goals. Industry leaders, including Pfizer, Novartis and Abbott Laboratories, have implemented formal tools, processes and team structures to integrate R&D and commercial players.

Infusing market data into early drug development has the effect of weeding-out commercially feeble drugs and shapes drugs to meet patient needs, according to the report.

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Related topics: Preclinical Research

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