definiens: means the specific direct costs i ncurred by a Party directly on account of a Collaboration Product for marketing, promotion, advertising, promotional materials, professional education, prod uct related public relations, relationships with opinion leaders and professional societies, market research ( before and after product approval ), healthcare eco nomics studies, post - marketing studies not required to maintain pro duct approvals ( e.g., investigator sponsored trials, product registries a nd medical information ), and other similar activities . Such costs will include b oth internal costs ( e.g., salaries, benefits, travel, supplies and materials ), applicable Allocable Overhead, and outside services and expenses ( e.g., consultants, agency fees, meeting costs ), in all cases as directly applicable to a specific [COMPANY] IND Opted Product or [COMPANY] Phase II Opted Product . shall also include activities related to obtaining reimburseme nt from payers and costs of sales and marketing data, in all cases only as dire ctly applicable to a specific [COMPANY] IND Opted Product or [COMPANY] Phase II O pted Product . will specifically exclude the costs of activ ities that promote either Party 's business as a whole without being product s pecific ( e.g., corporate image advertising )