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Mid-Sized Pharma in Mega-Sized Markets

Executive Summary

As it begins to market its own version of the popular drug Ritalin, Alza Corp. is likely to encounter physicians with their own kind of attention deficit disorder. Alza hopes to distinguish Concerta from a crowd of ADHD drugs already on the market, by stressing its compliance advantage. But Alza needs extra sales help. It thus signed up McNeil Consumer HealthCare to co-promote Concerta.

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