Amarin Corp Plc (AMRN)

[Jamaalish]

Waiting for FDA approval of certain ads to me might not be such a terrible thing.

I don't know that the company will or should necessarily come out with guns blazing in the days after the assumed approval.

Certainly the drug reps will be running full speed.

And I would imagine there will be some ads from the beginning. But I would think the company wouldn't want to start the heavy advertising until they have the third party payer coverage straightened out. What good would it be to have a massive advertising campaign early on, only to have doctors and patients remain frustrated with unaffordable or no coverage? Ads aren't cheap.

I believe the entire campaign will need to be calibrated so that all cylinders are firing when they should be, and not a moment too soon. There isn't a lot of room for unwise spending since they only have so much firepower.