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Blow the Launch -- Doom the Product

Executive Summary

A new IMS survey shows that payors are now virtually the most important determinant of marketplace success -- far more important, in most markets, including the US, than sales representatives, who are less influential than they have ever been. Moreover, marketers who can't create a strong market penetration within six months of launch, will almost certainly fail - no matter what they do - to be able to improve the sales curve.

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