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Making the Most of Incremental Advantages in the Hepatitis C Market

Executive Summary

Schering-Plough's largest drug--a combination of PEG-INTRON (peginterferon alfa-2b) and Rebetol (ribavirin) for hepatitis C--has enjoyed an enormous and growing market to itself. Now, though, Roche is about to challenge Schering-Ploughy's hegemony. Roche has fired the first volley in a battle that will be based as much on marketing as on clinical features and benefits; it has priced its ribavirin at 43% below that of SGP's version.

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Hep C Development Dilemma: Big Money Now or Bigger Money Later?

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