Published in Pharma Investments, Ventures and Law Weekly, February 12th, 2006
"Pharmaceutical Product Commercialization: phase III to Post-Launch Resource Allocation" examines the marketing investments of 16 brands, from blockbusters to niche drugs. The report findings highlight the importance of adequate funding prior to and just after launch. Of the three categories, blockbuster brands, which usually represent major investments for companies, received the most financial support during this critical period.
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