A critical element of successful pharmaceutical brand planning is the development of a Scientific Marketing Strategy that is complementary to the promotional strategy for the brand and is forward thinking from a lifecycle management perspective. The scientific marketing strategy is guided by the development of clear and specific “scientific platform” statements that capture the core foundational science supporting the competitive positioning and strategy for a brand. Typically, the development of scientific platforms takes place during the pre-launch timeframe of a product’s lifecycle (Phase 2/3). The scientific platforms serve as the foundation that leads to coordination and optimal orchestration of a broad range of professional medical and scientific activities. Effective scientific marketing requires an ongoing collaboration between the Medical and Marketing personnel supporting a brand and/or therapeutic franchise.