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As pharma companies protest decisions to cut drug prices in Greece, Spain and Germany, the question of fair play is brought in sharp focus. But, says Jacky Law, even-handedness in drug pricing works both ways.

It is now the job of the pharma marketer to get people talking and to listen to what they are saying. Jody Ball offers advice on making that transition.

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In 1995, pharmaceutical regulation in Europe underwent a dramatic change with the emergence of the European Medicines Agency. The agency's 15-year history has been eventful, with it having to adapt to a changing regulatory landscape and new expectations from those relying on it for guidance.