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By: Decision Resources Inc

In: The SAGE Handbook of Healthcare

Chapter 37: Integrating Diagnostics and Therapeutics for Targeted Therapies – Part 1: Optimizing the Comarketing Plan

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Integrating Diagnostics and Therapeutics for Targeted Therapies – Part 1: Optimizing the Comarketing Plan
Integrating diagnostics and therapeutics for targeted therapies – part 1: Optimizing the comarketing plan
Overview of Diagnostics and Pharmaceutical Comarketing Efforts

The era of paired diagnostics and pharmaceuticals is upon us. Throughout pharmaceutical R&D, diagnostics (in the guise of molecular and genetic testing) and therapeutics are being integrated with considerable productivity benefits. As T. Nagle and colleagues described: “Not only can pharmacogenetic analysis reduce the size and cost of many clinical trials, it also allows researchers to predict which patients will benefit most” (Nagle et al, 2003). The FDA also understands how the industry is evolving. Its officials have noted that: “Major advances in basic research have identified many opportunities for the development ...

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