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Blockbuster Pharmaceutical Launches:
The Road to Future Growth

Building Your Future Today
Is there a blockbuster in your pipeline? A recent assessment of 'blockbuster' criteria revealed that efficacy and 'first to market' status may not always be the primary influence that drives the success of a new product. As a senior manager at Pfizer recently stated 'We like to say that blockbusters aren't just discovered. They're built.' Superior sales and marketing capabilities can boost a product beyond its profile.

The future growth of all pharmaceutical companies depends on their ability to replace existing compounds with new revenue drivers and there are no guarantees. The cost of discovery and development has skyrocketed and the competitive threat is enormous. Sales training or 'performance development' is a crucial component of the launch equation. Training must be based on performance. Achieving clearly defined performance outcomes and measuring success is critical. Performance development is process and it can not be solely event based. Recent studies suggest that a systematic combination of training and coaching has the potential to boost and sustain revenue by up to 35%.

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