Abstract
Pharmaceutical manufacturers and marketers will need new business and partnering models and strategies to sell their products in the eHealth era. These business models must integrate with the Internet-based information architecture that will form the platform for the emerging integrated clinical online desktop. Control of the desktop will be the key competitive issue. Furthermore, marketers will recognise the need to integrate their drugs and devices with crtitcal e-business processes. The customer value created by this extended e-product will change the basis for competition in the pharmaceutical industry.
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