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Transforming new product commercialization in pharmaceuticals: how patient journey became the foundation of marketing planning at Novartis

The healthcare environment is going through a period of unprecedented change and complexity due to new regulations and pricing pressures that has created significant limitations on how the pharmaceuti
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Story by Debraj Dasgupta on December 12, 2012
customer journeys
cross-functional engagement
global strategy
pharmaceuticals
healthcare
patient
changing environment