Bringing marketing into the discussion after Phase III trials are underway can have negative ramifications to the eventual brand revenue. It takes time for marketers and advertising agencies to gather the right information to understand the market. A brief snapshot of what marketers need to thoroughly understand the brand includes how the disease or condition is treated, how treatment guidelines relate to actual clinical practice, what the competitive set includes, what the unmet customer needs are, which customer insights can be leveraged for the benefit of the brand, and how the brand story will resonate with customers. In addition to all of this knowledge that must be gained, marketers typically work in a top-down approach, starting with key opinion leaders, professional organizations and sometimes advocacy groups. This relationship building takes time and must not be rushed. Careful thought and strategies need to be developed, working with these groups and others to determine the educational efforts that should be undertaken both through Continuing Medical Education (CME) activities as well as promotional education after product launch. It should be a given that marketers are involved from the very beginning of product development for all of these important reasons, but unfortunately this is too often not the case. Involving marketers late is almost always a very costly mistake.