Stan Bernard, MD

Pharma professionals need to find new competitive—not commercial—models to succeed in the competitive stage of the industry's lifecycle, writes Stan Bernard.

"Drug Life Optimization" can wrest more value through strategies that build a drug's brand franchise through its entire lifespan, according to Stan Bernard.

"Payers have evolved to become powerful global contenders with pharma for increasingly limited funding of drug budgets."

Creative non-pharmaceutical partnerships can offer innovators unique capabilities against the competition in a new era where challenges to market leadership are coming from every direction.

The product launch has been transformed from a concentrated, all-out military assault to the subtle, persuasive art of electioneering.

Innovator and generics companies are colliding as they invade each other's turf

It can take both a clinical and non-clinical approach to win the differentiation competition

With the impact of the sales rep in decline, it's time to beef up training for other pharma functions to fill the gap in a competitive marketplace

A clear, consistent approach to the competition can deliver big gains in market share; six decisions lead the way