Opinion - MM&M - Medical Marketing and Media


Demonstrating the special value in specialty therapeutics

Demonstrating the Special Value in Specialty Therapeutics

During the last decade, pharma marketers have seen biopharma companies shift their investment from large therapeutic areas to specialty therapeutics. This made sense, because of the large unmet needs in specialty areas in contrast to saturated- and generics-dominated therapy areas. In specialty areas, many companies rightfully saw great opportunities to develop therapies with compelling claims.…