Amarin Corp Plc (AMRN)

[heysfguy]

I'm trying to look at the V Ads from a purely practical standpoint. Here are my thoughts:

AMRN wants a larger portion of ALL available markets, regardless of R-IT outcomes.

If R-IT succeeds, you benefit from early brand recognition - you're building demand and weakening resistance from health care providers. Sales ramp up faster and easier.

If R-IT fails, you're going after the "Purer and just plain better than fish oil" market. And that's a pretty big market, too.

Either way, advertising a few months out from R-IT results makes sense.

In addition to the millions of dollars in advertising, they are spending millions on legal fees to attack competitors in the DS market. DS companies are competition, regardless of R-IT results.