Pharmaceutical Executive-02-01-2001

During our conversation, Reeve pushes an even broader agenda: getting pharmaceutical companies to realize the huge market potential in spinal-cord research for a host of neurological conditions. He implores companies to put their attention, and their investment, into enterprises that are creating breakthroughs in new technologies promising wide therapeutic application.

In a complex future that promises some of the most revolutionary treatments ever developed, marketing plans cannot be built early enough.

Managing expectations is the new alchemy. All manipulators of opinion, from the US president down to the humblest peddler, now seek to minimize what people expect

Lisa Egbuonu-Davis, MD, vice-president of global outcomes research and medical services for Pfizer, is determined to improve global access to necessary medicines.