Letter from the Editor


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It’s a small, small world with big, big possibilities. Packaged-goods companies have successfully established worldwide recognition for their products by inundating consumers with strong brand names and messages.
The pharma industry recognizes the benefits of consumer-like global branding and marketing strategies and is taking steps of its own to reach patients globally. Eight major countries reportedly make up about 80% of worldwide pharmaceutical sales.  Major pharmaceutical companies are developing big brands that target conditions found in most of the world’s population: arthritis, pain, cancer, diabetes, hypertension, cholesterol, depression, etc. It only makes sense for companies to tap into ever larger markets…