Effective communication through market research: case study on colorectal cancer
Fábio Henrique Garcia Boscatti and André Hisao MuranakaRoche, Brazil
INTRODUCTION
Brief Overview of the Pharmaceutical Industry
The pharmaceutical industry is a sector that has been undergoing a number of changes over the past few years. The most evident change is related to the increase in competition, resulting in a great number of mergers and acquisitions (see Table 1).
Table 1: Acquisitions and mergers in pharmaceutical industry – 2004 and 2005
In order to maintain its profitability and survive in this market, the main solution the companies found...