Nine prescriptions for brand health
Lars Kinskud, Robin Cleland and Vittorio Raimondi Vangaurd Strategy
Pharmaceutical companies today face a series of significant challenges that are affecting their ability to maintain growth and sustain earnings levels. These challenges include competing against generic products drugs whose patents have lapsed and which are typically 60% to 70% cheaper than the 'branded' version and the drying up of the research and developmentpipeline that has led...