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Amgen, Sun Execs On Driving Brand Launch Success Even As 'Punches' Land

 
• By Anju Ghangurde

Senior executives from Amgen and Sun Pharma discuss strategies to get brand launches right amid changing market dynamics. Over 40% of drug launches are currently estimated to fall short of their two-year targets.

Getting The Launch Strategy Right Amid Evolving Market Scenarios • Source: Shutterstock

Drug launch plans are typically complex and there’s no one-size-fits-all strategy to get it consistently right, especially in markets like the US.

At the recent Indegene Digital Summit 2023, senior executives from Amgen, Inc. and Sun Pharmaceutical Industries Ltd. discussed some of the key launch considerations and how companies need to be agile and pivot to address changing dynamics in order to maximize success

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