Back to Basics and Beyond


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Product Description

Increasingly stiffer competition, combined with enormous market pressures shortening brand timelines, make achieving a drug’s full sales potential much more difficult in today’s environment, according to analysts at Cutting Edge Information. These same experts say brand leaders must be finely attuned to their brands’ unique strengths and weaknesses, including the realities of markets, clinical profiles, and their own companies’ capacity to support effective promotion, if they hope to help their products reach their potential. According to industry experts, brand teams need to examine the basics properties of their products and then develop a strategic marketing mix that will be the most effective for their brands and support the strategy with the appropriate resources…

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Thought Leaders
Robin Allen. Deputy Director of Marketing, Bayer HealthCare, West Haven, Conn.; Bayer HealthCare, a subsidiary of Bayer AG, is one of the world’s leading, innovative companies in the healthcare and medical products industry. For more information, visit
Jose del Rio. Senior Marketing Manager, Atherothrombosis, Daiichi Sankyo Inc., Parsippany, N.J.; Daiichi Sankyo, the U.S. subsidiary of Japanese pharmaceutical company Daiichi Sankyo Co. Ltd., has a strategic focus on cardiovascular diseases and is researching and developing new therapies focused in the areas of glucose metabolic disorders, infectious diseases, cancer, immunology, and bone and joint diseases. For more information, visit
John Kamp. Executive Director, Coalition for Healthcare Communication, New York; the Coalition for Healthcare Communication defends the right of health professionals and consumers to receive truthful information regarding pharmaceuticals and medical products, as safeguarded by the constitution of the United States; founded in 1991, the Coalition represents organizations, rather than individuals, dedicated to assuring the free exchange of scientific information without undue government interference. For more information, visit
Robert J. Little. VP and Chief Commercial Officer, Halozyme Therapeutics Inc., San Diego; Halozyme is a biopharmaceutical company developing and commercializing recombinant human enzymes for the drug-delivery, palliative care, oncology, and infertility markets. For more information, visit