accountBig Pharma faces major challenges to its tried and true model of inundating doctors offices with legions of sales reps while hoping that treacly ads will get us patients to "ask our doctors about xxx". Generics are sharply on the rise and everyone is obsessed with health care costs. What to do? Scientific marketing and revenue optimization methods may show a path to profitability.
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Reactions to Revenue Optimization: Coming Soon to a Big Drug Company Near You
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