Between now and 2020, we can expect to see a wave of innovation in pharma. But how will the coming drug launches fare in today’s challenging market? Consider these facts: the number of drugs per indication has risen by 37 percent since 2006, while the top company in an indication still commands at least half of the market. At the same time, restrictions to market access are rising in Europe, the United States, and emerging economies as advances in analytics and multichannel engagement open new opportunities to differentiate products.
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