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Pceutic/ife ScienceS cPnieSnd nd Pint ngeent:intining cnt in  cnging wd.
ExEutivE Summry
global pharmaal sals ar  a say ras
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 a ovr-h-or sals ar xp o osro roh, l by may soal a ovrmalaors.
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 or pharmaal/l ss ompash oppory or roh oms h halls.s o rpor p  a y-op lh:“globalzao, [a] shrk -pro ppl,ras os o -r sovry, shrk Pco xs pros, vr-ras ma by maahalhar orazaos, pbl a ovrm o o h prs o pa-pro rs, sr sayrls o fd a ry o  playrs  h mark arp rmos prssr o all pharma ompas,spally h as.”
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 th rpor lavs o o mor ral prssr: blbra ay  h ak o hs ohr prssrs. vr-h-or (tc) pros hav alays ha o rly oovoal mark pras – a rasly arbom mor “osmr”  hr mhos.
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 somprsrpo r aors – sh as abos – aro r o h  o mark o osmrs. for vry ko rla m, hovr, zro-rror prooo paka a promooal/ormaoal maralss absolly ral.thr ar porl alls or pharma/l ss ompas hs markpla.  s a bsss parr horsas hr praal a rav halls aors solos ha promo y a aray  hxo o paka a ohr mpora bra marals.th objv s o ara ompll a ossbra xprs or h rasly volv a ormosmr. ths papr srbs ho ’s o.
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“2009 orl pharma sals oras o op $820 bllo,” Pharmatms.om, Ja. 12, 2009.
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iraoal ark cor o ark & Soy, 2007, iiK.
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iiK.
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“tc ark:  aly chk,” exprssPharmal.om, nov. 1-15, 2006.
 
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urtE, on-brnd nd on-SpE.
traoally, pharmaal ompas bl hrprsrpo bsss by vlop a blokbsr r,sara h mark h a sals or a markh r havly.  hs mol ll o ssa rroh  h sry. dr-o-osmr avrshas al o prov s ay or prsrpo rs h ors hr ’s allo, a major pharmas havorrspoly  sals ors o oly  hos orsb orl.
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 frhrmor, h rols o tc (a a ro array o halh-rla pros) a prsrpo rs ll sh h x a. “y 2020, prsrpo hraps llb oly o o h ompos  a ollo o prosa srvs rom hh pas a sl,” aoro Prarhoscooprs.i ao o hs broa o pros, mshmslvs ll bom mor yam, lah h“lv lss” a as a rsl “raply volv labls”ha r moaos  aos, a os ah rsls s- rsarh.  sor says hs llrqr “assmbl-o-orr maar.”
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 ths raply sh lasap ll p a prmm oh ably o rspo qkly h ara, o-braa o-sp paka a pro marals – lobally.th osmr ll play a h rol, oo. i’s ll koha h pbl s bom mor volv  s malar, haks  lar par o h avalably o ormaool. sarh a sl-aoss ar spra aro, a prsrpo a tc bras ms aap hsl ormao ol – hh mas h arar-prpos o xsv bra marals a sklls arry ky bra as ol a o ohr al ma.th psho o all hs: for prsrpo bras, blay h oors a osmrs rqrs – a ll vmor so  h r – mor sophsa, ormao-bas mark ha ll  o kp p h has mal pra a pa volvm. for tc bras,prssr ll ras o x  v a mly ayso say aha o h ompo a lvra h srho h prsrpo bra hr applabl. y hr’s mor. th r sry s o aapo lslao – propos a pass – ha mas vmor prso a rommao or maarrs,hr paka a shpp parrs, srbors,rlaory bos a mor. th paka a maralssa s ral h hs, as ’s hr proormao aks orm a rvs ormao a oha ar val o ro rlaory prosss orl.ths absolly mas arh prosss or h raoo pro paka a ormao.
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“Pharma 2020: ark h r; whh pah ll yo ak?” Prarhoscooprs, 2009.
6
Prarhoscooprs.
 
3
    P    h    a    r    m    a    c    e    u    t    i    c    a    l    /    l    i    f    e    S    c    i    e    n    c    e    S    c    o    m    P    a    n    i    e    S    a    n    d    b    r    a    n    d    P    o    i    n    t    m    a    n    a    g    e    m    e    n    t  :     m    a    i    n    t    a    i    n    i    n    g    c    o    n    t    r    o    l    i    n    a    c    h    a    n    g    i    n    g    w    o    r    l    d .
tigt intEgrtion nd ExEutionof brnd proESSES iS Ey.
for all ms a tc pros – as h osmrpros  ral – h pross o pro pakaa ohr ormaoal a promooal marals oshroh hr bas sas: sray, rav a xo,ra rom hh-lvl sos o a bra’s “b a”o h aal xo o pr or pblsh. i hprsrpo/tc orl, prors ll hav o rahs sas vr mor hly, or h rasos srbalray – mark srh, markpla aly,rlaory rqrms – a mor ha  ll spll o.
Schawk calls hs a  aaee.
ra po maam s h srh o a brahroh h lvry o ompll a oss braxprs ha ra rar ay b shoppra bra. ra po maam ohs all phasso a pro’s l – rom ao o s o markmplmao – bas all phass orb o hamom o rao b a osmr a h bra.
5
“Pharma 2020: ark h r; whh pah ll yo ak?” Prarhoscooprs, 2009.
6
Prarhoscooprs.
whl h “mom o rao” b a pa aa prsrpo r s’ ompll  h sam ay asor a shoppr  a sor, hr ar raly mlpl bra“ohpos” or prsrpo ms – a v moror tc pros.  h mar o ossy s asral or ms – prsrpo a tc – as or ayosmabl pros ayhr. th rs o hs papr llxpla ho pharmaal a l ss ompasa lvra “ompll a oss” hroh brapo maam. i ll os o:
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vra h srh o paka o bl bras,or prsrpo a spally or tc
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elma s  h mark spply ha
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cra a sr valao vrom
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fala lobal saars a spaos
EimintES Suppyin inEffiiEniESrEtES StringEntvidtion EnvironmEntbrnd pointmngEmEntfiittES gobStndrdS/SpEifitionSEvErgES pgingStrEngt
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