Which path will you take?
The social, demographic and economic context in which the pharmaceutical industry (Pharma) operates is changing dramatically, as we noted in “Pharma 2020: The vision”, the White Paper PricewaterhouseCoopers* published in June 2007 (see sidebar, Seven major trends reshaping the pharmaceutical marketplace). All these challenges have major ramifications for the way in which Pharma markets and sells the medicines it develops – the subject on which we shall focus here.
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