The discovery, development, and commercialization of a pharmaceutical product are highly complex processes. The commercial environment requires collaboration with diverse stakeholders such as patients, providers, payers, and policy makers to create value for the product. The commercial success of a product is critical in maximizing its potential and the shareholder return. This book outlines commercial imperatives, strategic choices, as well as cardinal imperatives for success along each step of the pharma value chain. It shows how pharmacos can achieve differentiated positioning for their products in this value-driven competitive healthcare environment in the USA. It’s intended for anyone involved in commercial and investment decisions in the pharma industry.
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