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Promotional Trends Report from Encuity Research Shows Maneuvering to Fill Lipitor Vacuum
Date:7/17/2012

NEWTOWN, Pa., July 17, 2012 /PRNewswire/ -- Encuity Research, the market research and analytics subsidiary of Campbell Alliance, today released its Promotional Trends Report for July 2012, highlighting key product promotion trends within the pharmaceutical and biotech industry. This quarterly report leverages data from Encuity's syndicated market research suite to examine promotional activity, including mix and spend, across key therapeutic markets.

The July 2012 Promotional Trends Report shows that the loss of patent protection for Pfizer's Lipitor® in November 2011 had a major impact on the promotional spend landscape of the cholesterol market. These shifts included a steady spend increase—and rising market share—for AstraZeneca's cholesterol drug Crestor®. The drug reached second place in overall promotional spend across all therapeutic categories for the past two quarters ending March 2012.

Promotional spending for the industry overall topped $5 billion, according to the Report. During the past five quarters, spending was at its highest in the second quarter of 2011, at $5.07 billion, mainly due to an 11% increase in direct-to-consumer (DTC) spending.

Another shift occurred in the first quarter of 2012. While spending held at $5.03 billion, details to nurse practitioners and physician assistants increased 13%. Spending on journal ads fell 12% during the same period.

"While spending has remained relatively steady, we are monitoring significant swings in the marketing mix driven by competitive plays for market share across both the rigorous post-patent environment and the congested launch landscape," said Kelly Sborlini, Vice President of Encuity Research's Syndicated Market Research Group.

This quarter's Report includes a Market Spotlight on the diabetes market. Strong spending was recorded, attributed to the launch of Boehringer Ingelheim and Lilly's Tradjenta® and Jentadueto®, Merck's Janumet XR® and Juvisync®, and Amylin's Bydureon®. Altogether, these launches accounted for 23% of all diabetes-market spending during the first quarter of 2012.

The Report also spotlights regional share-of-voice variance in the diabetes market, as well as promotional spend on detailing, e-promotion, and sampling. In addition, the Report examines the messages deployed in product details, ePromotion activities, and meetings and events.

Encuity Research's syndicated audits measure pharmaceutical sales force and marketing promotions, and subsequent share-of-voice, across a wide range of channels related to physician and personnel detailing, meeting and events, e-promotions, sampling, and advertising.

Encuity's Promotional Trends Report can be downloaded for free at www.encuity.com/promotionaltrendsreport.

About Encuity Research

Encuity Research is the market research and analytics subsidiary of Campbell Alliance. Encuity's team of skilled market research professionals provides answers that biopharmaceutical leaders need to make critical decisions at enterprise, portfolio, and product levels. Its services span five key areas, including custom qualitative and quantitative market research and analytics, syndicated market research, promotional message tracking, and key opinion leader (KOL) identification. For more information on Encuity and its services, please visit http://www.encuity.com.

About Campbell Alliance

Campbell Alliance is the Consulting business segment of inVentiv Health, a leading global provider of best-in-class clinical, commercial, and consulting services to companies seeking to accelerate performance. Campbell Alliance is an industry leader in biopharmaceutical and medical technology consulting.  The firm's clients include all of the world's top-20 pharmaceutical companies, as well as numerous emerging and midsize firms. Campbell Alliance is organized into practice areas, each specializing in a critical industry function: Brand Management, Clinical Development, Commercial Effectiveness, Corporate Development, Medical Affairs and Pricing and Market Access.  From its locations in New York City, Raleigh, NC, Parsippany, NJ, Los Angeles, San Francisco, Chicago, Boston, Philadelphia, Atlanta, London and Zug, Switzerland, the firm serves clients throughout North America, Europe, and Japan. For more information on Campbell Alliance, please visit http://www.campbellalliance.com.

About inVentiv Health

inVentiv Health, Inc. is a leading global provider of best-in-class clinical, commercial and consulting services to companies seeking to accelerate performance. inVentiv's client roster includes more than 550 pharmaceutical, biotech and life sciences companies. With 13,000 employees in 40 countries, inVentiv rapidly transforms promising ideas into commercial reality. inVentiv Health Inc. is privately owned by inVentiv Group Holdings Inc., an organization sponsored by affiliates of Thomas H. Lee Partners, L.P., Liberty Lane Partners and members of the inVentiv management team. For more information, visit http://www.inventivhealth.com.

This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward-looking statements involve known and unknown risks that may cause our performance to differ materially. These forward-looking statements reflect our current views about future events and are subject to risks, uncertainties and assumptions. We wish to caution readers that certain important factors may have affected and could in the future affect our actual results and could cause actual results to differ significantly from those expressed in any forward-looking statement. Such factors include, without limitation: the impact of our substantial level of indebtedness on our ability to generate sufficient cash to fulfill our obligations under our existing debt instruments or our ability to incur additional indebtedness; the impact of the consummation of any announced  and future acquisitions; the impact of any additional leverage we may incur in connection with the financing of acquisitions, on our ratings and the ratings of our debt securities; our ability to sufficiently increase our revenues and maintain or decrease expenses and cash capital expenditures to permit us to fund our operations; our ability to continue to comply with the covenants and terms of our senior secured credit facilities and to access sufficient capital under our credit agreement or from other sources of debt or equity financing to fund our operations; the impact of any default by any of our credit providers; our ability to accurately forecast costs to be incurred in providing services under fixed price contracts; our ability to accurately forecast insurance claims within our self- insured programs; the potential impact of pricing pressures on pharmaceutical manufacturers from future healthcare reform initiatives or from changes in the reimbursement policies of third-party payers; our ability to grow our existing client relationships, obtain new clients and cross-sell our services; the potential impact of financial, economic, political and other risks, including interest rate and exchange rate risks, related to conducting business internationally; our ability to successfully operate new lines of business; our ability to manage our infrastructure and resources to support our growth; our ability to successfully identify new businesses to acquire, conclude acquisition negotiations and integrate the acquired businesses into our operation, and the resulting synergies; the resolution of purchase price adjustment disputes in connection with our recent acquisitions and related impacts; any disruptions, impairments, or malfunctions affecting software as well as excessive costs or delays that may adversely impact our continued investment in and development of software; the potential impact of government regulation on us and on our client base; our ability to comply with all applicable laws as well as our ability to successfully implement from a timing and cost perspective any changes in applicable laws; our ability to recruit, motivate and retain qualified personnel, including sales representatives; the possibility that client agreements will be terminated or not renewed; any potential impairment of goodwill or intangible assets; consolidation in the pharmaceutical industry; changes in trends in the healthcare and pharmaceutical industries or in pharmaceutical outsourcing, including initiatives by our clients to perform services we offer internally; the impact of customer project delays and cancellations; our ability to convert backlog into revenue; the potential liability associated with bringing new drugs to market, including potential liability from injury to clinical trial participants; the actual impact of the adoption of certain accounting standards; and our ability to maintain technological advantages in a variety of functional areas, including sales force automation, electronic claims surveillance and patient compliance. Holders of our debt instruments are referred to reports provided to investors from time to time and the offering memorandums provided in connection with the issuance of our senior secured notes for further discussion of these risks and other factors.

Media Contact
James Forte
Director, Public & Media Relations
(919) 844-7100, x7195
jforte@campbellalliance.com


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