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By: Decision Resources Inc

In: The SAGE Handbook of Healthcare

Chapter 38: Integrating Diagnostics and Therapeutics for Targeted Therapies – Part 2: The Importance of Calculating the Return on Investment

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Integrating Diagnostics and Therapeutics for Targeted Therapies – Part 2: The Importance of Calculating the Return on Investment
Integrating diagnostics and therapeutics for targeted therapies – part 2: The importance of calculating the return on investment
Introduction

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 this chapter, Part 2, we focus on the importance of the financial justification for those collaborations. To highlight the importance of this ...

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