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Novel Marketing Models for Mid-Sized Companies: Co-operating to Compete

Executive Summary

Mid-sized European companies attempting to compete with Big Pharma's increasingly dominant sales forces in the European primary care arena might consider following Altana Pharma and Solvay Healthcare's lead. A novel cross-promotional agreement comprising a detail-time swap in the UK in theory allows each company to boost its share of voice in its target indication-at practically no extra cost.
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