Product Outcomes

The criterion of success associated with R&D most sought after by the company and the most monitored by the press and investment community is the product approvals, especially products with blockbuster potential ($1 billion in sales within 5 years of marketing approval). Both the number of blockbusters on the market by a company and a steady stream of them going forward are currently thought of as the holy grail of pharmaceutical success. A company also can interject into their track record of product approvals products with more modest sales potential of $250,000 to $500,000 per year, demonstrating a sustained research productivity, as long as blockbusters come along periodically.

The drivers to achieve the blockbuster level of product sales are mostly patient, health care, and product issues, as outlined on this next list (Fig. 3.6). Disease and patient criteria included

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