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Clear Road Ahead
Increased availability of clinical-trials information allows patients to identify trials in which they may participate, assess safety issues, and easily register.
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Whose Afraid of Authorized Generics
No brand manufacturers plan to market generic versions of their own product, at least not until the patent expires. And why would they? As long as the branded version enjoys patent protection, marketing a cut-rate product would eat away profit margin during the years when a drug makes the most money.
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Under the Influence
Sales reps should be able to access, in a central location, company-enerated influences that have affected a given physician. This type of closed-
loop marketing creates a more customer-centric approach that provides etter influencer-level insight by connecting each resource, providing direction and metrics, and continually re-evaluating key influences and ROI.
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Cervical Cancer: Endangered Species
It's busy at merck these days— and not just in the Vioxx
legal department. Instead, the entire office buzzes with activity:
Executives work late hours, finalizing the regulatory submission;
conference calls echo throughout the Whitehouse Station compound,
dialed in to local affiliates around the world. In other offices,
scientists write up scientific papers, while communications execs
buzz in on intercoms, patching the flood of media calls to top
scientists.
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