k Large patient population r Unmet medical need k Chronic disease treated k Competitive superiority in efficacy k Competitive superiority in toxicity k Premium pricing k Global approvals (US, EU, Japan)
k High marketing spend @ launch (market penetration)
k Patent life is long (5+ years) & protected k Label extensions planned
Fig. 3.6. "Blockbuster" Products - The 10 Drivers
Fig. 3.7. Blockbuster Products (94 in 2004 = $186 Billion)
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