JANUARY 2009 • Contents

Ensuring Launch Success: Payer and Prescriber Considerations in Today's Evolving Market

At a time when fewer new pharmaceutical products are coming to market, it’s more important than ever that companies get new product launches ‘right.’ Refreshing analysis from our 2007 landmark study conducted across more than 4,000 brands and eight countries, IMS experts once again review the lessons of the recent past to help companies capitalize on their most significant investments. In this segment, learn how the evolving environment and new decision makers are critical to ensuring launch success. During this segment, IMS experts will:

• Relate highlights from the 2008 study and discuss what’s changing — and why — in today's launch environment
• Describe payer influences and what companies need to do differently to gain optimal market access
• Highlight the evolving role of the different customer groups and their impact on commercials models, with insights on why companies need to rethink current marketing and sales strategies

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