Novartis Adopts a Nichebuster Model

The recent PharmaVOICE article, Novartis Adopts a Nichebuster Model (September 1, 2010), discusses Novartis’ commercial model in which the company focuses its drug development along specific pathways of a disease area. Once it demonstrates a therapeutic advantage for one disease, it then tests to see if the treatment can be effective on other diseases in the same pathway family. Robert Dickinson of Grail Research, Integreon’s strategic research division, comments on the greatest challenges for companies like Novartis that choose to follow a niche-focused model.

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