Author | Barri Blauvelt

Companies developing potential master brands need to begin work much earlier in the clinical development program to ensure reliable diagnostics will be available to all potential patients, writes Barri Blauvelt.

A decade ago, pharma companies typically launched new products, observed how well they sold, and, if necessary, modified their marketing strategy and launched again. In today's competitive marketplace, there is only one rule: Get it right the first time.