Novartis Pharma intends to catch up with its competitors by expanding SOV (share of voice) for its DPP-4 (dipeptidyl peptidase-4) inhibitor for the treatment of type 2 diabetes Equa (vildagliptin), which has been comarketed with sanofi-aventis since the end of…
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In the complex landscape of the Japanese pharmaceutical market, the “status quo” is often the safest harbor. But for leaders like Kennet Brysting, former president of Gilead Japan, the status quo is the most dangerous place to stay.Innovation in Japan…





