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Shedding Wings
John Hagel III advocates outsourcing as a method for building capabilities within pharma companies. But the decision to partner should be driven, not by cost reduction, but pharma executives' willingness to let go.
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Clear Road Ahead
Increased availability of clinical-trials information allows patients to identify trials in which they may participate, assess safety issues, and easily register.
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Whose Afraid of Authorized Generics
No brand manufacturers plan to market generic versions of their own product, at least not until the patent expires. And why would they? As long as the branded version enjoys patent protection, marketing a cut-rate product would eat away profit margin during the years when a drug makes the most money.
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Under the Influence
Sales reps should be able to access, in a central location, company-enerated influences that have affected a given physician. This type of closed-
loop marketing creates a more customer-centric approach that provides etter influencer-level insight by connecting each resource, providing direction and metrics, and continually re-evaluating key influences and ROI.
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