Abstract
The demand for product differentiation is particularly important in today's crowded and highly competitive markets. Increasingly complex networks of customers and decision makers, and diminishing access to doctors, also require pharmaceutical companies to interact with the healthcare system in new ways. By analysing strategies successful in translating evidence into behaviour change in clinical settings, pharmaceutical companies can devise and implement mutually beneficial ‘activation of evidence' programmes that can help them leverage successful clinical trials to: increase sales; contribute to the development of new and updated guidelines; and help the healthcare community close clinical care gaps in key areas, providing benefits to patients, payers and practitioners.
Get full access to this article
View all access options for this article.