Study says companies spend $100 million to promote blockbuster drugs

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A study by Cutting Edge Information, Driving Successful Pharma Brands: Case Studies of Real Product Launches, said companies promoting blockbuster products routinely spend over $100 million on commercialization from Phase 3 through the first year that the product is publicly available. The study said Lilly will need an aggressive campaign for Prasugrel to compete with Bristol-Myers Squibb/Sanofi-Aventis's Plavix in Europe, where the delayed-in-the-US Lilly drug won approval. 
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