Abstract
The benefits that can be derived from the conduct of marketing research during the drug development process are readily obtainable. During the early stages of drug development, marketing research can provide guidance regarding the identification of promising therapeutic areas, the design of Phase II and III trials, and the decision regarding whether to proceed with development. Marketing research can allow for the creation of a product which meets not only the regulatory requirements of the FDA, but the therapeutic needs of the marketplace.
Later in the development track, marketing research contributes to formation of a product positioning, selection of a trade name, establishment of a pricing strategy and measurement of initial marketplace receptivity to the new product. It is hoped that this article provides a better appreciation of marketing research techniques and encourages their expanded use.
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