Industry and market transformations have dramatically altered when and how products should be positioned for launch, writes Stan Bernard.
Lessons to win in a shifting market dynamic
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
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