Using the metaphor of a poker game, Harris Kaplan clearly articulates the steps that pharmaceutical marketers must take in order to build better (i.e. more commercially successful) drugs in today’s more challenging market environment. Payer, patient AND physician needs must be taken into account if a drug is to find maximum uptake.
The information needs of doing so are daunting. Harris describes a framework for developing the value proposition before the drug enters clinical trials.
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