1st: Pharmacologic profile is equal or better than existing competitors
2nd: Address unmet medical or improve therapy
3rd: Market potential sufficient to sustain profitability
4th: Risk factors are assessed
5th: Potential expenses
6th: Success in the marketplace
Phase I- limited to determining toxicity at a range of dosages
Terminal illnesses- efficacy assessment
Phase Il and III- Clinical efficacy in large sample of patients
Phase IV- Assess efficacy and side effects in specific patient population