Published in Medicine and Law Weekly, May 19th, 2006
"Pharmaceutical Product Commercialization: Phase III to Post-Launch Resource Allocation" reveals that pharmaceutical brand managers allocate full-time equivalents (FTEs) to address each brand's main challenges. This is especially true for mid-level and niche products that are forced to prioritize their needs because of limited resources. Some brands spent more but had smaller staffs. For example, one brand team in the study was marketing a blockbuster with plenty of money to spend, but not enough...
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