Stop the aimless soul searching. The path to brand success lies in understanding how best to position your drug. Jun 1, 2006 By:Vince Parry
Despite Rituxan's initial success, the brand team considered the long-term opportunity for future indications. Equity research studies demonstrate that a significant "halo" exists around the brand, which is bolstered by greater optimism and excitement for all B-cell mediated conditions.