BioAssets: Convergence as Marketing Play

Most drug and device companies approach convergence as a product development issue--the actual combination in a single product of both device and pharmaceutical attributes. But what if convergence were played out as part of a marketing strategy? That's one of the possibilities being explored by BioAssets, a drug company with a novel approach to the use of TNF inhibitors in spine, who hopes to tap into the strong customer relationships that spine device companies have with surgeons.

More from Archive

More from In Vivo