Abstract
In This Issue...
As the promise of diagnostic/therapeutic combinations is increasingly
recognized, pharmaceutical companies must determine best practices in terms of
comarketing these combinations. This two-part series is designed to showcase
fundamental considerations in diagnostic/drug comarketing plans. Part 1 of
this series examined the potential benefit that drug companies can gain from
entering into well-planned marketing collaborations with diagnostics companies
and presented a framework on which to build these collaborations. In Part 2,
we focus on the importance of the financial justification for those
collaborations. To highlight the importance of this analysis, we discuss the
variables that must be considered when quantifying the expected return. We
review three hypotheses often encountered when determining the benefit of a
diagnostic, applying to them historical cases in which the relationships
between diagnosis and treatment can be measured or analyzed and used as
benchmarks when estimating the financial return on new ventures.
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