Novartis' Gleevec Shows Innovation Sells-Even in Europe
While the pharmaceutical industry bemoans the European climate, with its pricing and reimbursement challenges and rationing of access to drugs, Novartis' experience with Gleevec shows that with a truly innovative product that clearly addresses an unmet medical need, it's not impossible to do well in Europe.
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By keeping pharmaceutical prices and utilization artificially low, Europe is losing more economically than it gains, says consulting group Bain & Co. Here's why-and what the drug industry should do about it
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