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When do Products Really Peak?

Executive Summary

In recent years, many pharmaceutical companies have come to the conclusion that they're not generating enough new products. They anticipate sagging revenues if they go on marketing mostly the same older drugs, figuring that new offerings from competitors will quickly erode sales. But John Ansell, a pharmaceutical consultant based in Thame, near Oxford, UK, thinks companies have been underestimating the sales potential of drugs already on the market.
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