Covering the Bases

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Pharmaceutical Executive

Pharmaceutical Executive, Pharmaceutical Executive-06-01-2001, Volume 0, Issue 0

The world's steadily growing oncology market features key elements that are common to all competitors in the category: a highly respected sales forces, sophisticated and deeply involved patients and caregivers, clinically entrepreneurial physicians, and a dynamic global regulatory environment. Yet the uncharted territory of cancer breakthroughs demands that pharma marketers temper a strategy of progressive risk with caution.