Creating the Message in Phase II Trials


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Product Description

Decisions made in Phase II trials can have an impact on the development and marketing program for new products, and experts say Phase II is becoming a critical stage for planning the potential launch and marketing of products.
Bringing agencies in earlier in the process makes a lot of sense, says Abby Mansfield, senior VP and creative director at Topin & Associates.

Best Practices for Phase II Efficiency

Jennifer Brice. Life Sciences Global Program Manager, Frost & Sullivan, which provides ­research and best-practice ­models to drive the generation, evaluation, and implementation of growth strategies. For more information, visit
Chris Garabedian. President and CEO, AVI BioPharma Inc., which is focused on the ­discovery and development of novel RNA-based therapeutics for rare and infectious diseases, as well as other select disease targets. For more information,
Abby Mansfield. Senior VP, ­Creative Director, Topin & ­Associates Inc., a healthcare ­marketing agency that specializes in strategic marketing for healthcare, medical, and pharmaceutical clients. For more ­information, visit
Ken Ribotsky. President and CEO, The Core Nation, a family of ­healthcare marketing and medical communications companies
(Core-Create, Brandkarma, and Alpha & Omega) that offers strategic, branding, and creative ­consulting services. For more ­information, visit