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Pharmaceutical Market Europe - February 2020

PME February

Is pharma finally heading for launch excellence?

As the digital edition of PME goes online, the number of confirmed cases of coronavirus infection (2019-nCov) in the UK has just doubled to eight, with all eight patients being placed under specialist NHS care. In late January, when the World Health Organization (WHO) declared the outbreak a global emergency, China was praised by the WHO’s emergency committee for its swift response to the crisis and its strong public health measures. As the virus spreads, however, countries are closing their borders with China and many are evacuating their citizens from the country, while the pharma industry has stepped up its efforts to develop diagnostics, drugs and vaccines for 2019-nCov, and is also donating medical supplies to China as it battles the virus.

In our cover story, Chris Ross asks if pharma is finally heading for launch excellence and looks at what companies can do to ensure their product launches don’t miss the mark. As Chris says: “If pharma companies want to rewrite the headlines of launch excellence, they need to ensure that their planning, strategy and execution provide unambiguous answers – and leave no lingering question marks at all.” Read his story on page 36 to find out why timing is so important and how vital it is to engage with the right customer at the right time with the right message.

This month we are kicking off a four-part series on the outlook for the pharma industry. 20 for 2020 will cover five pharma companies, five pharma leaders, five notable drugs and five trends over the next four issues of PME. Turn to page 26 to read about the five pharma companies that are on our radar for 2020. I hope you enjoy this issue!

View PME February 2020 online


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