Whether a brand is preparing to launch a new product, or taking a reinvigorated one back to market, it is widely accepted that those who form the emotional connection with customers are most likely to succeed.
Cures and therapies with curative intent are here in hepatitis C and are imminent in other serious diseases. So what does this mean for pharma stakeholders, from suppliers to patients, asks Mike Rutstein.
The word ‘centric’ by definition means one, as in focused on a single entity. Yet, in today’s life sciences industry, companies are customer-centric and patient-centric and physician-centric — combined. It's counterintuitive…if not overwhelming, writes Lisa Barbadora